The co-existence of brand value co-creation and co-destruction across the customer journey in a complex higher education brand

Brand value co-creation (VCC) and value co-destruction (VCD) have critical implications for brand experience. This study addresses theoretical gaps in the brand value co-creation literature by empirically exploring how multiple stakeholders with competing interests generate resource imbalances, revealing the coexistence of VCC and VCD within a complex service setting. Drawing from the higher education (HE) context, this research maps the customer experiential journey of focal primary stakeholders through netnography, focus groups and semi-structured in-depth interviews. We examine brand value dynamics at key touchpoints (pre-purchase, initial purchase and established consumption). Findings unveil four experiential states and demonstrate the dynamic interplay between VCC and VCD, shaping interpretations of value-in-use. Data extends current theoretical understandings by illustrating how these phenomena coexist within specific contexts, emphasising their tangible impact on brand value. Implications extend to practitioners seeking to manage stakeholder interactions, resources and value outcomes in diverse service environments.