... support and service providers, psychological ownership and brand love in the context of services. Findings This paper suggests that consumers love brands that are meaningful to them. Brands can become more meaningful to consumers by facilitating interpersonal connections and helping consumers define...

.... Such psychological ownership (PO) influences the dynamics of how wellbeing is co-created, particularly amongst actors, and ultimately determines actors' subjective wellbeing. The paper's research objective pertains to explicating the concept of the co-creation of wellbeing and conceptualizing the dynamics inherent...