... effect on persuasion knowledge. At lower and medium levels, this effect is weaker. Content trustworthiness and media richness play a crucial role in promoting brand co-creation, boosting brand advocacy and increasing resistance to brand switching. Practical implications The use of probabilistic...

... are supported by secondary material and field observations. Findings The findings evidence a “tale of two cities”. When sustainability is used as a positioning device, tensions are identified across three elements of brand co-creation: brand meanings; extraordinary versus mundane brand performances...

... and offers an enriched aesthetic foundation for studying and practicing brand co‐creation. Mary Jo Hatch can be contacted at: mjhatch@virginia.edu American pragmatism developed in the late nineteenth and early twentieth centuries. This philosophy holds that meaning and truth are functions of practice...