This study focuses on the underlying mechanism that leads to co‐recovery behaviour and favourable co‐created value as response to a service failure. It argues that consumers’ ability to integrate their operant resources (e.g., knowledge and skills) to co‐recover from a service failure motivates them to express higher value co‐recovery in‐role behaviour and hence enjoy higher hedonic and utilitarian values. To test this claim, our study investigates the impact of consumers’ ability to co‐recover on value co‐recovery in‐role behaviour by taking into account extrinsic and intrinsic motivation as mediators. The results reveal that extrinsic motivation only partially mediates the relationship between ability to co‐recover and value co‐recovery in‐role behaviour. Furthermore, the outcomes demonstrate that value co‐recovery in‐role behaviour increases utilitarian value but decreases hedonic value.

PurposeThe objective of this paper is to study the relevance of a specific approach to services advertising by testing the absolute and relative impact of the product/service variable on advertising strategy.Design/methodology/approachA content study of 4,233 press advertisements, taken from generalist magazines, was conducted using an original analytical framework based on competitive advantage. This framework was used to measure the impact on the advertising strategy of the following variables: type of offer, type of market and industry.FindingsThe research indicates that three variables significantly influence advertising strategy: type of offer, type of market, and industry. However, the type of industry is the most influential variable. The study shows that the product/service contrast alone cannot adequately explain the choice of advertising strategy.Research implications/limitationsThe conclusions indicate that the product‐service variable should not be used in isolation, but rather in combination with other variables such as the type of target and the nature of the sector. The research, however, does not enable one to determine the relevance of the advertising choices highlighted.Practical implicationsThe framework can enable one to link marketing strategy to advertising strategy. It enables one to clearly pose the problem of advertising strategy upstream from questions of creative approach and executional tools.Originality/valueThis research shows that the product/service variable is not the best explanatory variable of the advertising strategy.

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