Although the concept of value co-creation has been predominant in the marketing discipline, there remains surprisingly little research on value co-creation in branding. This paper aims to provide a systematic literature review to demonstrate how the value co-creation literature for branding and tourism destinations has evolved. A three-phase methodology was adopted to critically analyse 74 articles from 2010 to 2022 to collect ideas and develop a more comprehensive understanding. Five main

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... rch areas with several research gaps were identified and categorised as: (a) conceptual research on value co-creation in branding; (b) Technology enables value co-creation in branding; (c) Value co-creation in branding from Enterprises' perspectives; (d) Customer engagement in brand value co-creation; and (e) Value co-creation in tourism destination branding. Apart from providing valuable insights into value co-creation, the findings also aid marketers in establishing more effective collaboration across a variety of stakeholders and their brands, notably in the tourism industry, thereby adding to the existing literature in the marketing discipline.