... items for the brand well-being scale. Originality/value This research combines the branding theory and positive psychology theory, expands the extant understanding of brand value and provides new insights into optimizing a brand strategy. Brand well-being Scale development Factor analysis...

... and nomological validity. Value Co-creation Scale development With the development of the internet and information technology, interactions with customers have become important marketing actions for firms. For instance, IKEA encourages its customers to interact with its salespeople and co...