arbiter
JournalsPricingAccount

The Holistic Effect of Brand Innovativeness and Value Co-creation on the Relationship Between Perceived Value, Brand Trust and Brand Loyalty

Abdullah Bas & Emre Sahin Dölarslan

Journal of Creating Value2026https://doi.org/10.1177/23949643261425370article
AJG 1ABDC C
Weight
0.50

What the paper says

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.

Open paper page →

Cite this paper

https://doi.org/https://doi.org/10.1177/23949643261425370

Or copy a formatted citation

@article{abdullah2026,
  title        = {{The Holistic Effect of Brand Innovativeness and Value Co-creation on the Relationship Between Perceived Value, Brand Trust and Brand Loyalty}},
  author       = {Abdullah Bas & Emre Sahin Dölarslan},
  journal      = {Journal of Creating Value},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/23949643261425370},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

The Holistic Effect of Brand Innovativeness and Value Co-creation on the Relationship Between Perceived Value, Brand Trust and Brand Loyalty

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.