Sustainable value co-creation as a vector for valuation brand equity

Sustainable value co-creation play a crucial role in the sustainable development practices of companies. There remains a need to better understanding of the consequences of this collaboration between the company and its customers prompting us to study its interest and its consequences. This research aims to examine the impact of sustainable co-creation actions on the reputation and brand equity of the company. It is in this sense that we are undertaking this research to show to what extent sustainable development can contribute to improving companies’ reputation and brand equity. A quantitative study was carried out with 84 costumers who were “co-creators of sustainable value” as part of an action taken by a service company. The results of this research revealed that the co-creation of sustainable value co-creation is an antecedent to the reputation of the company and has a positive influence on it. For its part, reputation influences brand equity. The relationship between these two variables is positively influenced by the credibility of the brand. It is in this sense that, from a managerial point of view, this research will help professionals better understand and anticipate the behavioral reactions of co-creator consumers by inviting them to participate in sustainable development. In addition, the consumer is looking for a social link in the co-creation process, and it is therefore important for the company to place the consumer at the center of the activity of co-creation. The consumer will therefore be more satisfied, involved in the action’ and thus better able to judge the company.