...Baby Chandra; Zillur Rahman Purpose This research investigates how AI assistants enhance user adoption intention and value co-creation (VCC) through appraisal support, a form of social support that makes users feel valued and supported, beyond merely receiving information. It explores...

...Zhengpei Wang; Xue Yang Purpose In the value creation process, consumers have become active co-creators alongside companies. This study aims to examine the impact of consumer value co-creation on brand advocacy, with a particular focus on validating the mediating role of brand-self distance...

...Perry L. Parke; Prachi Gala; Pramod Iyer; Stefan Sleep; Mona Sinha Purpose This paper links employees’ relationship orientation, or their sense that the organization respects their contribution, to value co-creation and overall firm performance. It also measures the effects on innovation...

... theory and the pleasure-arousal-dominance (PAD) emotional state model, this study aims to examine the underlying mechanisms for service-oriented AI anthropomorphism to influence customers' propensity for value co-creation. Design/methodology/approach Our data were collected from hotel customers who...

... for practitioners to improve their digital outreach strategy on social commerce to forge stronger relationships, encourage further engagements and promote value co-creation within their brand community. Originality/value This examines the effect of relationship quality (RQU) and BEN on BCC through a relational...

... 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Marketing Sustainability Sustainable development goals Sustainable consumption and production Value co-creation Brand co-creation Sustainable development is a response...

...Vicente Sales-Vivó; Irene Gil-Saura; Martina Gallarza Purpose This study examines the triadic approach of value co-creation (VcC) in B2B relationships between the industrial manufacturer, its main supplier and its main client, by validating VcC as antecedent of Trust and Commitment, which, in turn...

... Limited Licensed re-use rights only Innovation Value co-creation Service dominant logic Radical innovation Network ties Systems of value co-creation There is a growing interest in the process by which universities proceed to obtain value from research and transfer technology (Galán...

...Anees Wajid; Muhammad Mustafa Raziq; Omer Farooq Malik; Shahab Alam Malik; Nabila Khurshid Purpose It is argued that the service-dominant (S-D) view of the value co-creation concept is mainly of a macro nature and is difficult to examine empirically. In this regard, marketing research using...

..., the current study focuses on customers' time and effort contributed in the process of value co‐creation. In marketing literature, time and effort as non‐monetary resources are captured under the construct of service convenience (Kelly, 1958 ; Kotler and Zaltman, 1971 ; Berry et al., 2002). Service...