Shamim, Amjad; Ghazali, Zulkipli; Albinsson, Pia A. - In: Journal of Consumer Marketing 34 (2017) 7, pp. 591-602
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...