Toward a conceptual understanding of co-creation in branding

Sonja Sarasvuo, Anne Rindell*, Marina Kovalchuk

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

38 Citations (Scopus)


Co-creation in branding is gaining momentum. This study contributes to the branding literature by combining a systematic search and a critical review of 148 articles focusing on co-creation in branding, published in 55 academic journals. Three themes guide this critical review: (1) What is co-creation? (2) Who initiates and who participates in co-creation? (3) What is co-created and for whom? The findings reveal that co-creation is considered a process of interaction and influencing among various participating parties. A classification of different types of co-creation crystallizes the conditions under which co-creation is proposed to occur. This article contributes by proposing a new definition as a starting point to guide further research: Co-creation in branding refers to a process of intentional interaction between or among two or more parties that influences a brand. Three positioning questions are proposed for future research. Marketers may gain significant new market understanding through co-creation in branding.
Original languageEnglish
Peer-reviewed scientific journalJournal of Business Research
Pages (from-to)543-563
Number of pages21
Publication statusPublished - 17.10.2021
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • co-creation in branding
  • systematic search
  • critical review
  • definition of co-creation in branding

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoS: Competition economics and service strategy - Service and customer-oriented management


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