How consumer value co-creation builds brand advocacy: the role of brand-self distance and brand familiarity

Purpose In the value creation process, consumers have become active co-creators alongside companies. This study aims to examine the impact of consumer value co-creation on brand advocacy, with a particular focus on validating the mediating role of brand-self distance and the moderating role of brand familiarity. Design/methodology/approach Study 1 investigates the direct effect of value co-creation on brand advocacy. Study 2 tests the indirect effect of value co-creation on brand advocacy through brand-self distance and identifies the boundary conditions of this relationship. Findings The results show that consumers engaged in value co-creation exhibit a higher level of brand advocacy compared to those not involved in co-creation activities. Furthermore, the relationship between value co-creation and brand advocacy is mediated by brand-self distance. Additionally, the influence of value co-creation on brand-self distance is stronger when brand familiarity is low. Originality/value This study contributes to the literature on brand management by establishing a connection between value co-creation and brand building, offering insights into how consumer engagement in co-creation impacts brand advocacy.