Brand value co-creation factors: stakeholder approach

Abstract

The aim of the article is reveal brand value creation from different point of views: customers and stakeholders. Literature analysis suggests brand value has become an important metric for brand health for consumers and corporate performance metric for many companies and investors. However increasing consumer power, accelerated social media, marketing promotions companies threatens the foundations of brand value. This article focus on measuring the influence of advertising, sales promotions, brand community, innovations and other incentives on brand value after controlling for net income and lagged brand valuation of Lithuanian companies. The article was prepared by using comparative analysis of scientific literature, integrated brand valuation model, empirical results from some Lithuanian companies and the author insights on this topic.