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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...
Persistent link: https://www.econbiz.de/10014849815
Purpose – The purpose of this paper is to investigate the influence of corporate brand experience (CBE) on customer value co-creation attitude and behaviour (CVCCA and CVCCB). By integrating congruity theory with the theory of reasoned action, the study proposes an integrated model for...
Persistent link: https://www.econbiz.de/10014804492