Analyzing the Impact of Customer Co-Creation on Brand Equity in the Context of Digital Experience Personalization: A Service-Dominant Logic Perspective
Keywords:
Customer Co-Creation, Brand Equity, Service-Dominant Logic, Digital Personalization, Customer EngagementAbstract
In the evolving digital landscape, organizations are increasingly integrating customer co-creation strategies to enhance brand equity through personalized digital experiences. This study investigates the interplay between customer co-creation and brand equity within the theoretical framework of Service-Dominant Logic (SDL). Drawing on empirical evidence and contemporary literature, the paper explores how digital personalization facilitates value co-creation, thereby influencing brand loyalty, trust, and perceived value. A conceptual model is proposed, supported by data analysis and visual interpretations, to elucidate the transformative potential of co-creation in building sustainable brand equity.
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