Brand value co-creation and transaction costs in private label relationships

Purpose The study evaluates the complexities of brand value co-creation among stakeholders within B2B ecosystems. This exploration is critical due to identified gaps in existing literature regarding B2B branding models, especially in the context of strategic decision-making within emerging economies, taking an emerging market as a prime example. Design/methodology/approach The study employs qualitative dyadic interviews to gain deeper insights into the B2B value co-creation process. These interviews center on understanding the intricacies of brand value co-creation between retail chain distributors and private label producers, specifically in the Tunisian market. Findings Findings reveal the paramount importance of resource sharing and the cultivation of strong interpersonal relationships. The results show the role of comprehensive contracts as a foundation for enduring collaboration across various facets, including product development, pricing strategies, branding initiatives and market positioning. Research limitations/implications While the research offers pivotal insights into the Tunisian market, it is essential to acknowledge its context-specific nature. This underscores the imperative for broader studies encompassing diverse emerging markets to generalize the findings. Practical implications The findings of this study provide helpful insights for retailers and private brand manufacturers in emerging countries, allowing them to improve their business strategies and adapt their operations. Marketers in the B2B area can consider the factors underlined by our study when formulating their collaborative relations with current and potential business partners, especially in the North African region. Originality/value While numerous studies have spotlighted the service-dominant logic in brand value co-creation, this research systematically evaluates the interactions and relationships between primary stakeholders, highlighting modern business-to-business models.