The aim of this article is to examine the effects of brand innovativeness (BI) and value co-creation (VCC) on the relationships between trust, perceived value (PV) and brand loyalty (BL), drawing on signalling theory. We collected data in 2020 from 403 smartphone users through Amazon MTurk and tested hypotheses using covariance-based structural equation modelling (CB-SEM). We found that BI as a signal initiator has a positive effect on VCC, PV and brand trust (BT). While VCC as a signal strengthener has a positive effect on PV and BT, VCC has no effect on BT. PV and BT also affect BL positively. Furthermore, this article broadens brand literature through showing how the holistic effects of BI and VCC can enhance BT, PV and BL. To the best of the authors’ knowledge, this is the first article to empirically focus on the holistic effects of BI and VCC on brand-specific consequences. Specifically, the holistic effects of BI and VCC foster the customer-brand relationship. Marketers should create unique innovations that encourage customers to participate in VCC; thereby, the holistic effects of BI and VCC will enhance positive attitudes on BT, PV and BL.
AguinisH., VillamorI., & RamaniR. S. (2021). MTurk research: Review and recommendations. Journal of Management, 47(4), 823–837. https://doi.org/10.1177/0149206320969787
2.
AkterS., BabuM. M., HossainM. A., & HaniU. (2022). Value co-creation on a shared healthcare platform: Impact on service innovation, perceived value and patient welfare. Journal of Business Research, 140, 95–106. https://doi.org/10.1016/j.jbusres.2021.11.077
3.
AssiourasI., VallströmN., SkourtisG., & BuhalisD. (2024). Exploring how interaction leads to value co-creation, value co-destruction, and value no-creation during service mega-disruptions. Current Issues in Tourism, 27(20), 3231–3248.
4.
ButtS., & PhillipsJ. G. (2008). Personality and self reported mobile phone use. Computers in Human Behavior, 24(2), 346–360.
5.
CarnevaleJ. B., HuangL., VincentL. C., YuL., & HeW. (2024). Outshined by creative stars: A dual-pathway model of leader reactions to employees’ reputation for creativity. Journal of Management, 50(7), 2571–2596.
6.
ChaudhuriA., & HolbrookM. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93.
7.
ChenC. F., & ChenF. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29–35. https://doi.org/10.1016/j.tourman.2009.02.008
8.
ChuahS. H. W., MarimuthuM., & RamayahT. (2016). The contribution of perceived firm marketing innovation initiatives to customer perceived value and loyalty: Does switching experience really matter? Asian Academy of Management Journal, 21(1), 1–23. http://dx.doi.org/10.21315/aamj2016.21.supp.1.1
9.
Cossío-SilvaF. J., Revilla-CamachoM. Á., Vega-VázquezM., & Palacios-FlorencioB. (2016). Value co-creation and customer loyalty. Journal of Business Research, 69(5), 1621–1625. https://doi.org/10.1016/j.jbusres.2015.10.028
10.
CroninJ. J.Jr., BradyM. K., & HultG. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218. https://doi.org/10.1016/S0022-4359(00)00028-2
11.
CuiX., XieQ., ZhuJ., ShareefM. A., GorayaM. A. S., & AkramM. S. (2022). Understanding the omnichannel customer journey: The effect of online and offline channel interactivity on consumer value co-creation behavior. Journal of Retailing and Consumer Services, 65, 102869. https://doi.org/10.1016/j.jretconser.2021.102869
12.
DashG., & PaulJ. (2021). CB-SEM vs PLS-SEM methods for research in social sciences and technology forecasting. Technological Forecasting and Social Change, 173, 121092.
13.
DengW., LuC., LinY., & ChenW. (2021). A study on the effect of tourists value co-creation on the perceived value of souvenirs: Mediating role of psychological ownership and authenticity. Asia Pacific Journal of Tourism Research, 26(2), 200–214. https://doi.org/10.1080/10941665.2020.1763411
14.
ErdemT., & SwaitJ. (2001). Brand equity as a signaling. Journal of Consumer Psychology, 7(2), 131–157.
15.
ErdemT., SwaitJ., & ValenzuelaA. (2006). Brands as signals: A cross-country validation study. Journal of Marketing, 70(1), 34–49.
16.
ForoudiP., JinZ., GuptaS., ForoudiM. M., & KitchenP. J. (2018). Perceptional components of brand equity: Configuring the symmetrical and asymmetrical paths to brand loyalty and brand purchase intention. Journal of Business Research, 89, 462–474. https://doi.org/10.1016/j.jbusres.2018.01.031
17.
FranceC., GraceD., Lo IaconoJ., & CarliniJ. (2020). Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions. Journal of Brand Management, 27, 466–480. https://doi.org/10.1057/s41262-020-00194-7
GengR., SunR., LiJ., GuoF., WangW., & SunG. (2022). The impact of firm innovativeness on consumer trust in the sharing economy: A moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 34(5), 1078–1098. https://doi.org/10.1108/APJML-10-2020-0748
20.
HairJ., BlackW. C., BabinB. J., & AndersonR. E. (2010). Multivariate data analysis (7th ed.). Prentice-Hall Publication.
21.
HamoudaM. (2019). Omni-channel banking integration quality and perceived value as drivers of consumers’ satisfaction and loyalty. Journal of Enterprise Information Management, 32(4), 608–625.
22.
HauL. N., Anh TramP. N., & ThuyP. N. (2017). The effects of interaction behaviors of service frontliners on customer participation in the value co-creation: A study of health care service. Service Business, 11, 253–277. https://doi.org/10.1007/s11628-016-0307-4
23.
HeidenreichS., & HandrichM. (2015). Adoption of technology-based services: The role of customers’ willingness to co-create. Journal of Service Management, 26(1), 44–71. https://doi.org/10.1108/JOSM-03-2014-0079
24.
HollebeekL., & RatherR. A. (2019). Service innovativeness and tourism customer outcomes. International Journal of Contemporary Hospitality Management, 31(11), 4227–4246. https://doi.org/10.1108/IJCHM-03-2018-0256
25.
Huaman-RamirezR., AlbertN., & MerunkaD. (2019). Are global brands trustworthy? The role of brand affect, brand innovativeness, and consumer ethnocentrism. European Business Review, 31(6), 926–946. https://doi.org/10.1108/EBR-11-2017-0202
26.
Kaur SahiG., SehgalS., & SharmaR. (2017). Predicting customers recommendation from co-creation of value, customization and relational value. Vikalpa, 42(1), 19–35. https://doi.org/10.1177/0256090916686680
27.
Kellen (2023, June 15). Are you loyal to a smartphone brand, like Google or Samsung?https://www.droid-life.com/2023/05/19/are-you-loyal-to-a-smartphone-brand-like-google-or-samsung/#:~:text=For%20Apple%20phone%20owners%2C%2049,very%20likely%20to%20look%20elsewhere
28.
KesenduranN., Yumurtacı HüseyinoğluI. Ö., & ErbozG. (2024). The role of value co-creation on retailer loyalty and omni-channel shopping frequency. International Journal of Retail & Distribution Management, 52(5), 580-595. https://doi.org/10.1108/IJRDM-10-2023-0622
29.
KhamitovM., WangX., & ThomsonM. (2019). How well do consumer-brand relationships drive customer brand loyalty? Generalizations from a meta-analysis of brand relationship elasticities. Journal of Consumer Research, 46(3), 435–459. https://doi.org/10.1093/jcr/ucz006
30.
KillaM. F. (2014). Effect of entrepreneurial innovativeness orientation, product innovation, and value co-creation on marketing performance. Journal of Research in Marketing, 2(3), 198–204. https://techmindresearch.org/index.php/jorm/article/view/645
31.
KimE., TangL., & BosselmanR. (2019). Customer perceptions of innovativeness: An accelerator for value co-creation. Journal of Hospitality and Tourism Research, 43(6), 807–838. https://doi.org/10.1177/1096348019836273
32.
Koschate-FischerN., & GartnerS. (2015). Brand trust: Scale development and validation. Schmalenbach Business Review, 67, 171–195. https://doi.org/10.1007/BF03396873
33.
KusumawatiA., & RahayuK. S. (2020). The effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty. The TQM Journal, 32(6), 1525–1540. https://doi.org/10.1108/TQM-05-2019-0150
34.
LarocheM., HabibiM. R., RichardM. O., & SankaranarayananR. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), 1755–1767. https://doi.org/10.1016/j.chb.2012.04.016
35.
LinC. Y. (2016). Perceived convenience retailer innovativeness: How does it affect consumers?Management Decision, 54(4), 946–964. https://doi.org/10.1108/MD-08-2015-0363
36.
LinJ., LoboA., & LeckieC. (2019). The influence of green brand innovativeness and value perception on brand loyalty: The moderating role of green knowledge. Journal of Strategic Marketing, 27(1), 81–95. https://doi.org/10.1080/0965254X.2017.1384044
37.
MainardesE. W., & FreitasN. P. D. (2023). The effects of perceived value dimensions on customer satisfaction and loyalty: A comparison between traditional banks and fintechs. International Journal of Bank Marketing, 41(3), 641–662. https://doi.org/10.1108/IJBM-10-2022-0437
38.
MalaviyaP., & SpargoS. (2002). Relating to customers: How and when to strengthen your customer relationships (2002/41/MKT). INSEAD.
39.
MatzlerK., Grabner-KräuterS., & BidmonS. (2008). Risk aversion and brand loyalty: The mediating role of brand trust and brand affect. Journal of Product and Brand Management, 17(3), 154–162. https://doi.org/10.1108/10610420810875070
40.
MicheliP., & GemserG. (2016). Signaling strategies for innovative design: A study on design tradition and expert attention. Journal of Product Innovation Management, 33(5), 613–627.
41.
MidhaV. (2012). Impact of consumer empowerment on online trust: An examination across genders. Decision Support Systems, 54(1), 198–205.
42.
NikhashemiS. R., ValaeiN., RezaeiS., & BressollesG. (2021). The hidden chain of branded telecommunication services delivery: Value, trust, brand, price tolerance and word of mouth communication chain. Journal of Relationship Marketing, 20(3), 204–240. https://doi.org/10.1080/15332667.2020.1789928
43.
NyadzayoM. W., LeckieC., & JohnsonL. W. (2023). Customer participation, innovative aspects of services and outcomes. Marketing Intelligence and Planning, 41(1), 1–15. https://doi.org/10.1108/MIP-03-2022-0090
44.
NysveenH., & PedersenP. E. (2014). Influences of cocreation on brand experience. International Journal of Market Research, 56(6), 807–832. https://doi.org/10.2501/IJMR-2014-016
45.
O’cassA., & CarlsonJ. (2012). An e-retailing assessment of perceived website-service innovativeness: Implications for website quality evaluations, trust, loyalty and word of mouth. Australasian Marketing Journal (AMJ), 20(1), 28–36. https://doi.org/10.1016/j.ausmj.2011.10.012
46.
PappuR., & QuesterP. G. (2016). How does brand innovativeness affect brand loyalty?European Journal of Marketing, 50(1/2), 2–28.
47.
PereiraM. L., de La Martinière PetrollM., SoaresJ. C., MatosC. A. d., & Hernani-MerinoM. (2023). Impulse buying behaviour in omnichannel retail: An approach through the stimulus-organism-response theory. International Journal of Retail & Distribution Management, 51(1), 39–58. https://doi.org/10.1108/IJRDM-09-2021-0394
48.
PervezT., KhawajaK. F., & SarfrazM. (2022). An empirical investigation of value co-creation on customer loyalty: Mediating role of customer trust. International Journal of Economics and Business Research, 23(1), 56–67. https://doi.org/10.1504/IJEBR.2022.119349
49.
PodsakoffP. M., MacKenzieS. B., LeeJ. Y., & PodsakoffN. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903. https://doi.org/10.1037/0021-9010.88.5.879
50.
PrahaladC. K., & RamaswamyV. (2004). Co-creating unique value with customers. Strategy & Leadership, 32(3), 4–9.
51.
PrimantiH., JaputraA., van DoornS., EkaputraI. A., & HatiS. R. H. (2024). Timing co-creation: A reward-based crowdfunding perspective. Journal of Consumer Behaviour, 23(3), 1270–1284.
52.
QuayeE. S., TaoanaC., AbrattR., & AnabilaP. (2022). Customer advocacy and brand loyalty: The mediating roles of brand relationship quality and trust. Journal of Brand Management, 29(4), 363–382. https://doi.org/10.1057/s41262-022-00276-8
53.
RajahE., MarshallR., & NamI. (2008). Relationship glue: Customers and marketers co-creating a purchase experience. ACR North American Advances, 35, 367–373.
54.
RamaswamyV., & OzcanK. (2018). What is co-creation? An interactional creation framework and its implications for value creation. Journal of Business Research, 84, 196–205.
55.
Ruiz-MolinaM. E., Gil-SauraI., MoiseM. S., & Marín-GarcíaA. (2023). ‘Green’ practices and value co-creation: Does guest culture make a difference?Economic Research-Ekonomska Istraživanja, 36(2), 2893–2914. https://doi.org/10.1080/1331677X.2022.2106274
56.
SamarahT., BayramP., AljuhmaniH. Y., & ElrehailH. (2022). The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: The mediating effect of brand trust. Journal of Research in Interactive Marketing, 16(4), 648–664. https://doi.org/10.1108/JRIM-03-2021-0072
57.
SixF. E. (2007). Building interpersonal trust within organizations: A relational signalling perspective. Journal of Management & Governance, 11(3), 285–309.
58.
SmitE., BronnerF., & TolboomM. (2007). Brand relationship quality and its value for personal contact. Journal of Business Research, 60(6), 627–633.
59.
SpenceM. (1973). Job market signaling. The Quarterly Journal of Economics, 87(3), 355–374. https://doi.org/10.2307/1882010
60.
SrivastavaN., DashS. B., & MookerjeeA. (2015). Antecedents and moderators of brand trust in the context of baby care toiletries. Journal of Consumer Marketing, 32(5), 328–340. https://doi.org/10.1108/JCM-09-2014-1157
61.
SrivastavaN., DashS., & MookerjeeA. (2016). Determinants of brand trust in high inherent risk products: The moderating role of education and working status. Marketing Intelligence and Planning, 34(3). https://doi.org/10.1108/MIP-01-2015-0004
62.
TranL. A. P., & ChangT. Y. (2023). Can brand innovativeness serve as a signal to enhance brand trust of mobile bookers? Exploring the influence of mobile brand experience. International Journal of Hospitality & Tourism Administration, 24(5), 818–844.
63.
UrbanG. L., SultanF., & QuallsW. J. (2000). Placing trust at the center of your Internet strategy. Sloan Management Review, 42(1), 39–48.
64.
Valverde-RodaJ., Moral-CuadraS., Aguilar-RiveroM., & Solano-SánchezM. Á. (2022). Perceived value, satisfaction and loyalty in a World Heritage Site Alhambra and Generalife (Granada, Spain). International Journal of Tourism Cities, 8(4), 949–964. https://doi.org/10.1108/IJTC-08-2021-0174
65.
VargoS. L., & LuschR. F. (2004). The four service marketing myths: Remnants of a goods-based, manufacturing model. Journal of Service Research, 6(4), 324–335.
66.
WangZ., CaoR., LiuX., ZhangL., & WangC. (2021). Influence of multiple interactions in value cocreation on sports spectators’ perceived value of sports events. Complexity. https://doi.org/10.1155/2021/9972225
67.
WangZ., & YangX. (2025). Building brand loyalty through value co-creation practices in brand communities: The role of affective commitment and psychological brand ownership. Journal of Research in Interactive Marketing, 19(2), 201–220.
68.
WongA., & HaqueM. (2022). Understanding the brand and website effects of online loyalty: A mediation perspective. Journal of Marketing Management, 38(3–4), 333–368. https://doi.org/10.1080/0267257X.2021.1949378
69.
WongsansukcharoenJ. (2022). Effect of community relationship management, relationship marketing orientation, customer engagement, and brand trust on brand loyalty: The case of a commercial bank in Thailand. Journal of Retailing and Consumer Services, 64. https://doi.org/10.1016/j.jretconser.2021.102826
70.
WuH. C., & ChengC. C. (2020). Relationships between experiential risk, experiential benefits, experiential evaluation, experiential co-creation, experiential relationship quality, and future experiential intentions to travel with pets. Journal of Vacation Marketing, 26(1), 108–129. https://doi.org/10.1177/1356766719867371
71.
YenC. H. (2023). Customer value cocreation behaviors in hospitality: Antecedents and mediators. International Journal of Hospitality Management, 110. https://doi.org/10.1016/j.ijhm.2023.103456
72.
ZhangL., ZhuN., & WangH. (2022). Influence of co-creation signals on observers’ co-creation willingness: A self-determination theory perspective. Frontiers in Psychology, 13, 943704. https://doi.org/10.3389/fpsyg.2022.943704
73.
ZhaoY., ZhaoX., & LiuY. (2022). Exploring the impact of online and offline channel advantages on brand relationship performance: The mediating role of consumer perceived value. Behavioral Sciences, 13(1), 16.
74.
ZhongJ., & ChenT. (2023). Antecedents of mobile payment loyalty: An extended perspective of perceived value and information system success model. Journal of Retailing and Consumer Services, 72. https://doi.org/10.1016/j.jretconser.2023.103267
75.
ZhouW., LiS., & MengX. (2022). Study on the effect of customer psychological ownership on value co-creation under service ecosystem. Sustainability, 14(5), 2660.
76.
ZhouL., YangZ., & HuiM. K. (2010). Non-local or local brands? A multi-level investigation into confidence in brand origin identification and its strategic implications. Journal of the Academy of Marketing Science, 38, 202–218. https://doi.org/10.1007/s11747-009-0153-1
77.
ZhouK. Z., YimC. K., & TseD. K. (2005). The effects of strategic orientations on technology-and market-based breakthrough innovations. Journal of Marketing, 69(2), 42–60.
