Applying the DART Model in Value Co-creation: The “DYALNA” Case Study

The aim of this paper is to understand the value co-creation process according to the DART model by exploring consumer experiences who participate in the creation of the brand “DYALNA's” inaugural product, “olive oil”, and to analyze the effects of this approach on consumer attitudes. This research is based on a review of existing literature and primarily adopts a qualitative approach focusing on the specific case of the “DYALNA” brand. Data were collected through semi-structured interviews conducted using tools such as the telephone. Data analysis was performed using Braun & Clarke's thematic analysis method (Braun & Clarke 2006, 2012), which facilitated the identification of codes, categories, and themes essential for analysis. The findings of this study demonstrate that the application of the four components of the DART model contributes to the success of the value co-creation process, consumer engagement with the brand, and promotes the development of positive attitudes towards it.