Purpose: The purpose of this paper is to investigate the influence of a shopping companion on mall brand experience. Design/methodology/approach: The quantitative multi-group structural equation model study contrasts three shopper types: those shopping alone; those shopping with friends; and...

Purpose: The purpose of this paper is to expand on existing co-creation knowledge in order to accurately conceptualize, operationalize and contextualize the customer brand co-creation behavior concept from a customer perspective. Design/methodology/approach: A quantitative approach is adopted...

Purpose: The purpose of this paper is to better understand the voice of the internal stakeholder in a way that emphasizes the internal stakeholder as an active force and decision maker in brand co-creation, as part of the new emerging paradigm of internal branding. The main aim is to understand...