The Effects of Cooperative Brand Experience, Length of Membership and Members Loyalty: A Proposed Value Co-Creation Behavior Conceptual Framework

In recent years, there has been growing scholarly interest in value co-creation. Previous research highlights its essential role in the growth and long-term viability of the consumer cooperative sector. However, while much of the current literature focuses on identifying the components and drivers of value co-creation, there remains a lack of insight into its impact on behavioural factors. By using Service Dominant (S-D) Logic theory and supported by Experiential Learning theory, this paper aims to introduce a behavioural framework for value co-creation, incorporating cooperative brand experience, length of membership and member loyalty within the context of consumer cooperatives in Sarawak. Although prior studies have explored the relationship between value co-creation behaviour and loyalty, there has been limited research investigating the role of knowledge factors, particularly how cooperative brand experience and length of membership serve as moderators. Moreover, the application of these concepts within the context of cooperatives in emerging markets remains underexplored. To fill this gap, this conceptual paper aims to propose a value co-creation behavioural framework that incorporates cooperative brand experience, length of membership and member loyalty, viewed through the lens of consumer cooperatives in developing markets.