... to maintain their relevance in the market. Design/methodology/approach Our investigation quantitatively explores the relevance of the service-dominant logic, through value co-creation (VCC), as an approach to increase the perceived luxury value of a brand and, simultaneously, the impact of this approach...

... et al., 2009). Findings – Through a detailed overview of the campaign developed by TOMS, this paper explores how TOMS fosters the formation of consumer-brand-relationships as well as maps out the advantages of value co-creation. The research findings support the literature on co-creation...