服務主導邏輯（Service-Dominant Logic, S-D Logic）逐漸成為行銷與品牌研究主流的背景下，品牌價值如何在多元行動者的互動網絡中動態生成，並於顧客主觀詮釋脈絡中被衡量與感知，已成為品牌管理領域的重要課題。然而，現有研究多聚焦企業觀點與顧客感知之線性關係，忽略品牌價值於多元行動者互動中動態共構之歷程。
　　本研究旨在探討企業如何透過價值共創建構品牌價值，並以質性取徑解析行動者互動中的品牌價值生成機制。資料來源涵蓋文件資料、社群觀察、評論文本與顧客深度訪談，呈現多場域、多資料的詮釋脈絡等，探討品牌價值於顧客與多元行動者互動過程中之生成邏輯。
　　研究首先界定品牌價值共創網絡中六大行動者角色：顧客、員工、通路夥伴、供應商、社群平台參與者與制度行動者，分析其在品牌價值生成過程中的操作性資源投入與互動行為。實證發現顯示：品牌價值為持續演化之社會性過程，透過企業設計價值主張，行動者於各場域中釋出意義、協同參與，顧客則在使用脈絡中進行主觀詮釋與行為反饋，最終形成品牌價值之再生成與擴散。使用者生成內容(user-generated content, UGC)與回購行為亦被視為品牌價值共創成果的衡量依據。
　　本研究據此提出「品牌價值共創動態循環模型」，涵蓋四大環節：企業價值主張、多元行動者資源整合、顧客主觀詮釋與行為參與、企業回應與再設計，強調品牌價值並非靜態產出，而是在參與、詮釋與再生產中持續演化之結果，具有可擴散、可再詮釋與可協同的循環性特質。
　　學術貢獻方面，歸納如下：（1）深化服務主導邏輯於品牌價值場域的應用，補足「價值現象學建構」之實證支持；（2）拓展品牌價值共創理論的行動者網絡視角，建立六大行動者參與架構；（3）揭示品牌價值為交錯非線性之動態網絡生成；（4）補強品牌衡量的使用導向視角，納入使用者生成內容(UGC)與行為數據並重；（5）建構具動態特性之品牌價值共創循環模型，強化品牌價值生成機制之理論基礎。
　　實務意涵方面，建議企業應重視顧客語言中的品牌意義，建構語言與行為整合的價值衡量架構，並規劃多元行動者參與機制與互動場域設計，強化品牌的情感連結、策略共創與價值再生能量，實踐品牌價值於動態場域中的持續生成與網絡式擴散。

In the context of the increasing prominence of Service-Dominant Logic (S-D Logic) in contemporary marketing and branding studies, this research addresses the central question: How do enterprises construct brand value through value co-creation? Prior literature has largely focused on brand value as a result of unidirectional corporate claims or consumer perceptions, lacking an exploration of how brand value emerges dynamically through interactions among multiple actors and is evaluated from the perspective of usage context and customer interpretation. To bridge this gap, this study adopts a qualitative case study approach, with the Taiwanese dessert brand “Cheeseduke” as the focal case.

Guided by the theoretical integration of S-D Logic, brand value co-creation theory, customer experience phenomenology, and brand value assessment frameworks, this research identifies six key actors within the brand value co-creation network: customers, employees, channel partners, suppliers, community participants, and institutional actors. Through in-depth data collection—including document analysis, social community observation, user-generated content (UGC) evaluation, and semi-structured interviews—this study reveals how brand value is constructed through the interplay of operant resources and actor participation within an interactive service ecosystem.

The findings indicate that brand value is not statically defined by the firm, but is dynamically co-created through a continuous loop of brand proposition design, resource integration, customer interpretation, and organizational response. Notably, customer engagement spans emotional, cognitive, and behavioral dimensions, while brand value perception covers emotional, functional, symbolic, and social aspects. Additionally, UGC and behavioral metrics such as repurchase rates serve as key tools in evaluating brand value from a customer-centered and usage-based perspective.

This study proposes a Brand Value Co-Creation Dynamic Cycle Model, illustrating how brand value is recursively generated, amplified, and diffused across interactional contexts. The model highlights four essential characteristics: Value Proposition Configuration、Actor-Based Operant Resource Integration、Contextual Value Interpretation & Participatory Enactment,、Brand Reflexivity & Value Reconfiguration–oriented assessment mechanisms. Brand value is therefore conceptualized as a dynamic social practice, continuously shaped and redefined through discourse, participation, and cultural signaling.

The theoretical contributions of this study include: (1) advancing the application of S-D Logic in the domain of brand value construction; (2) expanding the actor-network perspective in brand co-creation theory; (3) identifying brand value creation as a non-linear, interwoven network process; (4) enriching brand value measurement with a usage-oriented and interpretive approach; and (5) proposing a concrete dynamic model that integrates actor participation and brand system evolution.

Practically, this research suggests that brand managers should prioritize customer language and co-creative dialogues, develop participatory interaction mechanisms across platforms, and actively engage multiple actors to cultivate a living, evolving brand system rooted in authentic usage contexts.

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