عنوان مقاله [English]
Customers and companies often share value with each other. The aim of this study was to design a model for creating brand value with the customer in the dairy industry. The present study is a fundamental research based on the purpose, it is a cross-sectional research based on the data collection method. This study was based on two approaches: quantitative and qualitative. In the first part, based on library studies and then specialized interviews, the indicators of brand value creation with the customer will be identified. After the qualitative analysis stage, a questionnaire is distributed and data is collected from marketing management experts, and the research enters a quantitative phase. Therefore, from this perspective, the present study is a mixed research. The statistical population of this research is divided into two main categories. In the qualitative section, the views of 11 experts have been used. Also, in a small part, the perspective of 400 customers has been used. Multi-stage cluster sampling method was used for sampling. The main themes resulting from the results of qualitative analysis are: strategic value co-creation, organizational value co-creation, value co-creation with employees, customer value co-creation, brand value co-creation strategy, brand competitiveness and organizational knowledge management.
Then, the model of creating brand value with the customer in the dairy industry was presented using interpretive structural modeling. Accordingly, "brand competitiveness" is a first-level or dependent variable. The variables "customer value creation" are the second level and "strategic brand value creation" and "value creation with employees" are the