An integrated model of corporate brand experience and customer value co-creation behaviour

Shamim, Amjad; Ghazali, Zulkipli; Albinsson, Pia A.

doi:10.1108/ijrdm-06-2015-0079

Cited by 79 publications

(58 citation statements)

References 68 publications

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“…Moreover, the square root of AVE for all corresponding latent constructs is greater than their inter-construct correlations suggesting discriminant validity of the model (Fornell & Larcker, 1981). Finally, the composite reliability of each construct is greater than 0.70 which shows reliability of the items (Shamim, Ghazali, & Albinsson, 2016).…”

Section: Measurement Modelmentioning

confidence: 94%

Analyzing The Affects Of Experiential Value Dimensions On Customers’ Extra-Role Behavior

Shamim¹

2018

The European Proceedings of Social and Behavioural Sciences

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The affects of experiential value on customers' in-role behavior have widely been investigated in the past literature. However, there is a dearth of studies discussing the affects of experiential value dimensions (aesthetic value, customer return on investment playfulness, and service excellence) on customers' extrarole behavior like customers' citizenship behavior. The current paper aimed to overcome this gap by examining the affects of aesthetic value, customer return on investment, playfulness and service excellence on customers' citizenship behavior in hypermarkets retailing. The data were collected from 800 customers of Malaysian hypermarket. The data were analyzed through Covariance Based Structural EquationModeling (CB-SEM). The results revealed that aesthetic value and service excellence positively influenced customers' citizenship behavior. Contrary to it, the customers' return on investment and playfulness did not influence the customers' citizenship behavior. The findings showed that the customer possessed citizenship behavior in response to reactive values of hypermarkets. In contrast, the customers did not possess citizenship behavior in response to the active values of the hypermarkets. It is suggested that the hypermarket managers need to find out the ways to develop customers' citizenship behavior based on active value.

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Section: Measurement Modelmentioning

confidence: 94%

Analyzing The Affects Of Experiential Value Dimensions On Customers’ Extra-Role Behavior

Shamim¹

2018

The European Proceedings of Social and Behavioural Sciences

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“…Interactivity is also manifested in the responses firms give to the requests of other virtual community users, who enter reciprocally into dialogue that encourages value co-creation by sharing relevant information with the firms [64]. User-service firm interactivity enables the virtual community to generate ideas about new products and services [65], and encourages user feedback to organizations about mistakes, areas for improvement, and possible solutions for the products/services they provide [42,66].…”

Section: Hypothesis 1c (H1c) the User's Altruism Positively Influencmentioning

confidence: 99%

Sustainable Co-Creation Behavior in a Virtual Community: Antecedents and Moderating Effect of Participant’s Perception of Own Expertise

Villaseñor

Yagüe

2020

Sustainability

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Value co-creation by users in a virtual community is a key element of the community's value and sustainability. This paper first analyzes the effect on co-creation behavior of (1) users’ altruism and (2) users’ interactivity with the different firms housed in the virtual community. It considers different sustainable co-creation behaviors based on intensity, distinguishing between moderate or high intensity, where recommendation of the service represents a moderate level of co-creation and co-innovation at a high level. Both behaviors are oriented not only to the firms housed in the virtual community, but also to the virtual platform itself. Second, the study proposes whether users’ perception of their expertise about the services and/or firms housed in the community exerts a moderating effect on the proposed modelling. Empirical contrast is performed using the virtual community TripAdvisor. This study contributes to current academic research on co-creation and sustainability. The results show that the user's altruism is the determining factor in encouraging moderate sustainable co-creation behavior (recommendation of the service), whereas user–firm interactivity is the critical antecedent for fostering high-level co-creation in the form of co-innovation activities. The results vary, however, depending on the segment of virtual community users analyzed (expert vs. non-expert). This study also contributes to formulation of business strategies to foster sustainable co-creation behavior with greater repercussions for long-term participation in the virtual community.

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“…The continuous practice of DART at firms' micro-level ecosystem can develop actors value co-creation attitude. The value co-creation attitude is predominantly based on the constructive theory of attitude formation based on the contextual nature of value co-creation ( Shamim, Ghazali, & Albinsson, 2016). The actors (FLEs and ISPs in this case) value cocreation attitude is the tendency of actors to engage in interaction for mutual value creation.…”

Section: The Practice Of Dart Creates Actors Value Co-creation Attitudementioning

confidence: 99%

The DART Perspective on Value Co-Creation between Frontline Employees and Internal Service Providers

2018

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This article studies the DART model and its importance in developing actors value co-creation attitude and behavior within the firms’ micro-level ecosystem. Fifteen propositions are proposed based on the literature from service-dominant logic perspective. Two major contributions are made. First, the article provides the importance and need of co-creation between the actors such as frontline employees with internal service providers in firms’ micro-level ecosystem. Second, it highlights the dialogue, access, risk and transparency as important factors that can develop actors’ attitude towards engagement in co-creation which subsequently lead to actors’ actual engagement in co-creation. The article is conceptual and needs empirical validation.

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An integrated model of corporate brand experience and customer value co-creation behaviour

Cited by 79 publications

References 68 publications

Analyzing The Affects Of Experiential Value Dimensions On Customers’ Extra-Role Behavior

Analyzing The Affects Of Experiential Value Dimensions On Customers’ Extra-Role Behavior

Sustainable Co-Creation Behavior in a Virtual Community: Antecedents and Moderating Effect of Participant’s Perception of Own Expertise

The DART Perspective on Value Co-Creation between Frontline Employees and Internal Service Providers

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