A Grounded Theory Approach to Brand Value Networks: The Prosumption Logic Standpoint

The purpose of this article is to explore brand value networks and transmission mechanism in sharing economy based on prosumption logic. This study used Charmaz’s constructivist grounded theory to analyze the lectures and interviews, which come from founders and executives of Airbnb, Uber, Xiaozhu.com, and Didi. After coding analysis, we finally proposed a research model to explain the frame of brand value and showed the brand value transmission mechanism based on prosumption logic. In this article, we constructed that the frame of brand value based on prosumption logic consists of brand value, brand value net, and water wave effect. The water wave effect reveals the transmission mechanism of brand value under the logic of prosumption, which is not a chain transmission model, but a water wave mechanism. Overall, our results enrich the literature in the field of brand value in sharing economy.