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...

Purpose – Rhetorical works (schemes and tropes) can increase advertisement liking. Because liking impacts advertising effectiveness, this study aims to investigate if positive processing, brand awareness, and persuasion outcomes previously associated with rhetoric are spurious and chiefly...

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...

Purpose – The purpose of this paper is to posit a framework that predicts and explains the success and sustainability of MNC‐driven corporate social responsibility (CSR) programs in West Africa, based on the degree of overlap or differentiation among existing value systems of various...