This research investigates how contact employee–customer shared ethnicity affects face-to-face service encounters. Drawing on insights from cultural orientation literature, social identity theory, and resource exchange theory, the authors propose that encounters involving employees and...

This research uses a social identity theory approach to investigate the impact of cultural identity on ethnic consumer response to ethnic crossover brand extensions—brands associated with one ethnic group that crossover into a product category associated with another ethnic group (e.g.,...

This article conceptualizes and presents a research agenda for the emerging area of transformative service research, which lies at the intersection of service research and transformative consumer research and focuses on well-being outcomes related to service and services. A conceptual framework...