The purpose of this paper is to expand on existing co-creation knowledge by exploring brand value co-creation in health care from the patient’s perspective. In addition, a conceptual framework is proposed that can be empirically validated. A systematic literature review, concept analysis, and synthesis from the previous studies were conducted to develop a conceptual framework. Therefore, customer brand co-creation theory is adapted to develop a patient brand value co-creation conceptual framework. There are two key constructs as antecedents to brand value co-creation in the context of the patient-provider relationship, namely patient empowerment, and relationship quality. Two propositions and a patient brand value co-creation concept framework were constructed and proposed from patient empowerment and relationship quality to enrich research in the brand value co-creation domain. Health care service providers could benefit from this research since the proposed conceptual framework indicated the importance of supporting or empowering patients as well as maintaining good relationship quality to facilitate brand value co-creation. This study contributes to the brand value co-creation literature, especially in health care services.

Keywords

Value co-creation, Brand value co-creation, Patient brand co-creation, Patient empowerment, Relationship quality