...Muhammad Farrukh Abid; Sara Quach; Amjad Shamim; Park Thaichon; Junaid Siddique Purpose This study conceptualizes key moments within the customer journey—innovation, truth, meaning and experience—and examines how these moments contribute to customer experience (CX) of co-creation and/or co...

...Victor Saha; Linda D. Hollebeek; Mani Venkatesh; Praveen Goyal; Moira Clark Purpose Value co-creation (VCC) represents actors’ joint, communal or shared value-creating processes. However, while existing research has advanced important VCC-based insight, the use of differing metatheoretical lenses...

...Azam Kaveh; Mohsen Nazari; Jean-Pierre van der Rest; Seyed Abolghasem Mira Purpose The purpose of this study is to explore the impact of customer engagement in sales promotion on purchase intention. Utilizing value co-creation and customer engagement theories, the authors tested a model...

... computer-mediated communications” (Kozinets, 2002 , p. 62). This methodology relies on information available online in the public domain and interprets its meaning in the context under consideration (Kozinets, 2002). Responsible consumption Netnography Sustainable development goals Co-creation...

... of entertainment interactivity has a positive effect on CBE. Notwithstanding, intelligence on how to facilitate consumer–brand interactions, hence strengthening consumers' psychological engagement with the brand and their co-creation intention, remains mostly undeveloped (France et al., 2018...

..., including trust, loyalty and co-creation. Practical implications The results show that most PB firms do not have standardised processes in place to measure COSE. This study proves how COSE can be used for several purposes by practitioners as a means of customer relationship management and in co-creation...

...Fernando Antonio Monteiro Christoph D’Andrea; Filipe Rigon; Ana Carolina Lopes de Almeida; Bertran da Silveira Filomena; Luiz Antonio Slongo Purpose The purpose of this paper is to qualitatively analyze and compare people’s objectives when participating in two sets of co-creation initiatives...

... only Co-creation Companion shopping Experiential branding Mall brand experience Shopping experiential value Shopping malls dominate Australian retailing, with growth from refurbishments rather than building new malls. The largest malls have more than 300 tenants and cater...

...Cassandra France; Debra Grace; Bill Merrilees; Dale Miller Purpose The purpose of this paper is to expand on existing co-creation knowledge in order to accurately conceptualize, operationalize and contextualize the customer brand co-creation behavior concept from a customer perspective. Design...

...Benjamin Rosenthal; Eliane Pereira Zamith Brito Purpose The purpose of this paper is to propose a framework for brand meaning co-creation between brands and fans on Facebook. Design/methodology/approach A case study methodology was applied. Brand posts in the form of text, pictures, videos...

...@rmit.edu.au © Emerald Group Publishing Limited 2015 Co-creation Viral marketing Marketing activities Marketing channels Weblog Weblog (blog) communities enable viral word-of-mouth, supporting the sharing of ideas, knowledge and referrals and as such, is of increasing importance...

.... Such an approach is in line with recent industry calls including that by Coca Cola CMO Joe Tripodi, who identified the “paramount value” of marketers acting as catalysts for consumer “expressions” (rather than “impressions”) (Keller and Fay, 2012, p. 459). Social media Consumer culture theory Co-creation...

... Corporate branding Stakeholder engagement Co‐creation Marketing communications Self‐expression is an important driver for market‐based preferences and choices (Wallstrom et al., 2010). The literature includes development of the concept of brand co‐creation (Hatch and Schultz, 2010...