Purpose – Coproduction, as one component of cocreation of value, offers many benefits to customers and management, but also requires customers to invest a considerable amount of effort and time. The purpose of this paper is to investigate the coproduction paradox of benefits and costs....

A multitude of single cues determines consumers' emotional responses to business-to-consumer (B2C) websites. This study suggests that it is imperative to more holistically evaluate websites following the Gestalt approach. Consistent with the landscape model of preference, this study argues that...

Despite the fact that the functional value of luxury brands is usually not significantly higher than those of non-luxury brands, luxury brands can achieve significant price premiums in the market over non-luxury brands. Additionally, in a majority of markets and product categories, the price for...