Literature on consumer engagement is growing significantly, yet there is limited empirical
research on its drivers and outcomes. This study examines the key drivers and outcomes of …

The surge in academic and practical interest in the topic of value co-creation (VCC)
highlights an equivocal understanding of its conceptual boundaries and empirical …

Recent developments in marketing and service research highlight the blurring of boundaries
between firms and customers. The concept of customer engagement (CE) aggregates the …

Although the returns of customer participation on new product development (NPD)
performance can vary substantially, the current literature lacks a systematic conceptual and …

Grounded on service-dominant logic (SD logic), a vital issue for marketers is to understand
how the multiple approaches encouraging consumer participation (CP), as manifested by …

Purpose Brand love is associated with consumer behaviours that are key for organisational
performance. However, research on the antecedents of brand love is sparse. The current …

The COVID-19 pandemic has severely affected the restaurant industry due to enforced
closures and limitations on social gatherings, prompting restaurateurs to innovate and adapt …

Consumer-firm co-creation is increasing in the tourism industry. In light of the central role of
customer experience in tourism, this research is motivated by the limited understanding of …

This study examines the antecedents and impact of three forms of customer involvement in
innovation: customer involvement as an information source (CIS), customer involvement as …

As humans and consumers, we spend much of our time immersed in an array of services
and service systems (eg, telecommunications, education, financial, government, and health …