Literature review is part and parcel of scholarly research. Though many literature review
guides are available, they remain limited because they do not adequately account for the …

The service-dominant (SD) logic lens for understanding value co-creation and customers'
interactive roles in the service exchange has emerged as a focal theme of interest among …

This article utilizes input from service scholars, practitioners, reviews of published literature,
and influential policy documents to identify service research priorities that push the …

This paper explores the potential of gamification for sustainability marketing efforts,
examining users' experiences with a gamified app designed to encourage the sustainable …

Purpose This paper aims to provide an integrated model of nation branding, propose a
comprehensive definition of this concept and differentiate between nation branding and …

In the context of platform enterprise development, user value creation has emerged as a
critical driver, given the growing engagement of users in value-creation endeavors. This …

Purpose Journal of services marketing (JSM) is a leading journal that has published cutting-
edge research in services marketing over the past 34 years. The main objective of this paper …

Purpose The emerging consumer-dominant logic of marketing captures consumers' active
and primary role in a range of mainstream marketing processes such as branding, product …

Purpose Non-profit organizations (NPO) contribute significantly to the welfare of citizens and
communities. Engagement in volunteering is crucial for sustaining volunteer motivation and …

ABSTRACT eSports has emerged as a prominent manifestation of the digital transformation
holding enormous economic potential that has so far only been partially exploited. In this …