ABSTRACT
The purpose of the article is to explore brand value
in the era of sharing economy platform based on prosumption
logic. This study used Charmaz’s Constructivist Grounded Theory to
analyze prosumers’ reviews randomly collected 23 sharing economy platform
brands from Baidu Reputation. After initial coding analysis, focus coding
analysis and theoretical coding analysis, the brand value dimension structure
model and the brand value dimension path model were constructed. We found that web
2.0 platform brand should pay full attention to the dominant role played by the
prosumers, because the prosumers also play an important role in the brand as
well as its value co-creation mechanism. And the brand should fully recognize
the importance of competitors so as to enhance the brand value. It could
dramatically raise the brand value by encouraging band evangelism and brand
citizenship behavior. Additionally, this study is the first to come up with a
new construct of brand value under the prosumption
logic with its own five dimensions. All constructs and the categories
are based on the existing concepts. The new core concepts and categories are prosumption experience, competitor association, prosumer image, prosumption outcome quality, perceived justice, competitive price,
cumulative satisfaction, prosumer trust, brand future prediction, brand and
prosumer attachment, business partner, using intention after being
recommended, brand worship, prosumer worship, attacking competing brand,
altruistic behavior, brand support and development behavior.