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Applying Brand Value Co-Creation Framework to Textile Retail Industry
(UMT,Lahore, 2017) Aamer Faiz
In this study, brand value co-creation framework proposed by Ramaswamy and Ozcan (2015) is applied in textile retail sector to explore how different dimensions of this framework work in this sector. Further, this study has explored these factors and situations in context of single brand apparel (SBA) outlet. Different dimensions of brand value co-creation like experiencial co-creators, co-creational enterprises, brand capability ecosystems, brand engagement platforms and brand experience domains etc have been discussed in detail to explore how these dimensions collectively play their role towards overall co-creation and development of brand value in textile retail sector. The above discussion emphasizes the idea that brand value co-creation in textile retail sector is dependent on several factors and these factors need to be explored in detail for the understanding of brand value co-creation concept in textile retail industry. Due to limited empirical findings about how brand value is co-created in textile retail industry from a perspective of value co-creation, this study is based on a qualitative, exploratory research strategy. A case study research is used to observe various processes being followed in the firm.