Purpose -The purpose of this paper is to explore the direct and indirect influence of brand experience on a customer's brand attitude, brand credibility and customer-based brand equity. Design/methodology/approach -The data were collected from 400 users of mobile hand sets, using convenience sampling technique. Data were analysed using structural equation modelling procedure to test the proposed relationships in the model. Findings -The results indicate that the data were a good fit to the proposed model. All the paths in the model remained statistically significant. Although, Chi square test was not significant (6.10, df, 2, p , 0.047), other fit indices suggested that the data were an excellent fit for the model. CMIN/DF ¼ 3.052, GFI, 0.994, AGFI, 0.995, CFI, 0.997, RMSEA, 0.071. Furthermore, results indicate that brand experience is the strongest direct predictor of brand credibility compared to brand attitude and consumer-based brand equity. Nonetheless, its relations strengthen with consumer-based brand equity and brand attitude when it mediates through brand credibility/brand attitude.Research limitations/implications -This research investigates the proposed model for a single product category. Future researchers can test the model for other product and service categories. Also, this research only explores the three most critical outcomes of brand experience; however future researchers can incorporate satisfaction, loyalty and commitment as the possible outcome of brand experience.Practical implications -This study demonstrates that brand experience can directly and indirectly influence some of the most important concepts in branding literature. This model will help managers to understand how investments in different aspects of branding process lead towards brand differentiation. Originality/value -This research is the first of its type that incorporates brand credibility, attitude and equity as the consequences of brand experience in a single causal model.

Purpose -The purpose of this research is to develop a scale for measuring customer value co-creation attitude (CVCCA). Design/methodology/approach -Scale development procedures are used for item generation, item purification and validation. Two studies are conducted. In Study 1, exploratory and confirmatory factor analysis is used to generate and confirm the factorial structure of the CVCCA construct. Study 2 validates the scale on a large field sample. Findings -The study develops a new scale for measuring CVCCA. Results suggest that CVCCA is a higher-order construct comprising three dimensions: interaction attitude, knowledge sharing attitude and responsive attitude. Additionally, experiential value significantly predicts CVCCA, which subsequently leads to customer value co-creation behaviour confirming nomological validity of the scale.Research limitations/implications -The CVCCA scale should be of interest for researchers in exploring factors and outcomes of CVCCA. The scale is useful to managers who are interested in measuring their customers' co-creation of value attitude and their willingness to engage in value co-creation behaviour. Originality/value -This is the first scale using the service logic of marketing lens. The scale is found to be a valid and reliable tool to measure customer attitude to engage in value co-creation.

Purpose In the prevailing COVID-19 pandemic, organizations now are expected to serve customers who are highly conscious of safety and sanitation. Among others, the hospitality industry is significantly and negatively influenced by this pandemic. Given the unique characteristics of services, using advanced technology is not enough to create a memorable experience without physical interaction between service providers and customers. Thus, this study aims to define the “new normal” for service customers and to explore the “new service design” for the hotel industry. Design/methodology/approach As most of the Southeast Asian countries heavily rely on the tourism industry, this study focuses on one of the emerging tourism destinations in this region, Malaysia. The data is collected through in-depth interviews with 17 potential national and international tourists. Findings The results suggest that considering the “new normal” for customers, there is an immediate need for the hotel industry to revamp their service design by mainly practicing disinfection and sanitation activities, re-designing overall infrastructure and introducing promotional offers. Originality/value This study is novel in its kind as it provides useful guidelines for both practitioners and academicians/researchers. Under this crucial time, very few research is conducted specifically focusing on the hotel industry and tourists’ behaviors amidst the COVID-19 pandemic. The study will provide in-depth knowledge about tourists’ expectations from the hotel services, especially in their own voices.

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to study the influence of entrepreneurial attributes, subjective norms and perceived desirability on entrepreneurial intentions. Design/methodology/approach -The data were collected from the business students of the Quaid-i-Azam School of Management Sciences, Quaid-i-Azam University, Islamabad, Pakistan. In total, 200 questionnaires were circulated among students of which, 185 were returned, representing 92.5 per cent response rate. After discarding incomplete and biased questionnaires, 170 were left for further analysis. The SPSS 20.0 was used to perform statistical analysis. Findings -The research finds that students' entrepreneurial attitude, perceived desirability and subjective norms significantly lead to the development of students' intentions to become entrepreneurs. Interestingly, the student's existing skills and capabilities do not prove to be a significant predictor of their intentions to become entrepreneurs. The study concludes that the students can become successful entrepreneurs even without existing entrepreneurial skills and capabilities, provided that they have the entrepreneurial attitude, desirability and support by the community. Research limitations/implications -Limited sample size is one of the main limitations which confines its generalizability. Nonetheless, this research can create a ripple effect to further explore the factors on a large-scale sample in different cities, universities and countries. Originality/value -In the existing economic crises in the country, developing entrepreneurs is one of the important ways to boost-up financial growth. Students are one of the best potential segments, in this regard, to be developed as potential future entrepreneurs. Research on student's intentions to become entrepreneurs in Pakistan is limited. This research had added value in both theory and practice by identifying the factors that can develop students' intentions to become entrepreneurs.

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