Purpose: This paper aims to investigate the ways in which “non-collaborative co-creation” can affect brand equity as perceived by independent observers. It reports a study of the different effects on that perception attributable to non-collaborative co-creation that takes the form of either...

Purpose: While the branding of individuals has attracted increasing attention from practitioners in recent decades, understanding of personal branding still remains limited, especially with regard to the branding of celebrity CEOs. To contribute to this debate, this paper aims to explore the...

Purpose: The purpose of this study is to identify the practices used by service providers to manage the customer service experience (CSE) across multiple phases of the customer journey in a business-to-business (B2B) setting. Design/methodology/approach: This study comprises an ethnography that...

Purpose: One popular method to assess discriminant validity in structural equation modeling is the heterotrait-monotrait ratio of correlations (HTMT). However, the HTMT assumes tau-equivalent measurement models, which are unlikely to hold for most empirical studies. To relax this assumption,...

Purpose: Accomplishing the United Nations’ Sustainable Development Goals (SDGs) is imperative for societies to meet their grand challenges. Achieving these goals by 2030 requires sustainability change agents with a can-do-attitude. This study aims to show how institutions of higher education...