Although the concept of value co-creation has been predominant in the marketing discipline,
there remains surprisingly little research on value co-creation in branding. This paper aims …

This study investigated the relationships between complaint handling, customer experience,
and customer engagement, as well as the moderating effect of customer trust prior to a …

In view of the current lack of fashion brand competitiveness and innovation in China, this
paper puts forward the concept of fashion brand image value creation and analyzes it from …

Purpose Mindfulness, while being suggested as an important psychological cognitive
capability of customers, has received insufficient attention in studies of transformative …

This study examines how the different subscription relational bonds influence customer
engagement and stickiness outcomes in podcasts from a relationship marketing perspective …

How firms' doing “good” inspires customers to do “good” is rarely investigated. Drawing
upon social exchange, social identity, and signaling theories, this study explores the …

Digital distribution and new business models have transformed mobile games from products
to services. This servitization turn has enabled consumers to extend their identity in mobile …

To enhance the health and stability of livestock product supply chains, it is imperative to
augment product sustainability and satisfy food safety requirements through collaborative …

Abstract Citizen engagement with Sustainable Energy Solutions (SES) is considered
essential for the current energy transition, since decarbonization requires individuals to shift …

Purpose The business landscapes in Asia and Africa are predominantly characterized by
small and medium enterprises (SMEs) facing significant resource constraints …