...Hongjie Sun; Meiling Wang; Ke Zhong; Yong (Eddie) Luo; Ben Lowe Purpose Word of mouth ( WOM ) is often regarded as a key marketplace signal of product and service quality. However, WOM following co-creation failure may not always reflect consumers’ actual experience. This research aims...

.... It focuses on impact-making processes and the role of resonance. Design/methodology/approach As part of an ongoing collaboration with two arts organizations, the theatre group Next Door But One and St Ethelburga’s Centre for Reconciliation and Peace, this paper explores how knowledge co-creation...

...Ana Paula Kieling; Ricardo Boeing Purpose Researchers have been exploring the consequences of the hedonic adaptation process at length. This phenomenon is characterized by the reduction of pleasure with consumption experiences over time. Meanwhile, co-creation initiatives seem to be gaining...

... a sales-ecosystem perspective. Performance Co-creation Teams Customer Buyer Seller Crossing point IDSR Internal Sales ecosystem The sales field has enthusiastically embraced Hartmann et al.’s (2018) emerging theory of selling. The last seminal theoretical pieces on selling...

... where details of the challenges were outlined. The list of primary stakeholders and their role in the projects is outlined in Table 1 . David Cox can be contacted at: dcox@motivforce.com 22 02 2022 29 05 2022 26 07 2022 04 08 2022 Co-creation Loyalty programmes...

...Andreas Hesse; Holger J. Schmidt; Ronja Bosslet; Mariella Häusler; Aileen Schneider Purpose Though employees are important stakeholders of a brand, their role in building brand equity has long been neglected. This study aims to deepen the understanding of employees’ brand co-creation efforts...

... recovery co-creation in minimizing customers’ counterfactual thinking. Design/methodology/approach This research includes textual analysis of online reviews (Study 1) and three scenario-based experiments (Studies 2, 3a and 3b). In addition to using item-response scales, the authors analyze negative...

...Babak Taheri; Shahab Pourfakhimi; Girish Prayag; Martin J. Gannon; Jörg Finsterwalder Purpose This study aims to investigate whether the antecedents of co-creation influence braggart word-of-mouth (WoM) in a participative leisure context, theorising the concept of co-created food well-being...

..., the present study uniquely combines precepts from analogical reasoning and a consumer-centric motivational factor, regulatory focus, to investigate how a creative task during NPD co-creation can be modified to enhance both creativity and purchase intentions. More specifically, humans are motivated by two...

... data for each customer was obtained from the retailer’s loyalty card database. Findings The two studied predictor paths possess a differential impact on customer extra-role behaviours. Civic virtue and co-creation behaviours are exclusively driven by the identity-based path, whereas sportsmanship...

... to perform value co-creation activities and what value dimensions they derive as a result. This paper aims to advance the understanding of value co-creation in the online collaborative innovation context. Specifically, it aims to examine social and individual factors driving such activities, and the value...

...Anthony Samuel; Ken Peattie; Bob Doherty Purpose This paper aims to further the authors’ understanding of brand communities, and their role in brand co-creation, through empirical and theoretical contributions derived from researching the marketing dynamics operating within a successful...

..., client account management, contracts and agency theory, cultural and international perspectives and co-creation. An agenda for future research is proposed that advocates a focus on theoretical foundations, research strategies and research topics and themes. Originality/value This is the first...

... an original conceptual framework to model the value co-creation process through which art is legitimised. An illustrative case study of artist Damien Hirst demonstrates the application of this framework. Findings The findings illustrate how value is co-constructed in the visual arts market, demonstrating...

...Dominique A. Greer Purpose – This study aims to explore the scope of consumers’ defective co-creation behaviour in professional service encounters. One of the founding premises of service-dominant logic (Vargo and Lusch, 2004, 2008) is that consumers co-create the value they derive from service...

...Jordan Gamble; Audrey Gilmore Purpose – This paper aims to address the emerging post-millennium trends in co-creational marketing, in the context of how these trends apply to the recorded and live sectors of the music industry. Consideration of marketing as a broadened concept to include societal...

... in the USA” (p. 785), and its promotion “as the single best perspective for marketing is regressive” (p. 785), Robert F Lusch can be contacted at: rlusch@eller.arizona.edu © Emerald Group Publishing Limited 2011 Service‐dominant logic Resources Co‐creation Value United States...