The sustainable growth of the tourism industry is attributed to the involvement of tourists in
the process of value co-creation. This research aims to systematically review the existing …

In this study we organize and analyze the literature on value co-creation in tourism and
hospitality. For this purpose, we conducted a systematic literature review with 298 articles …

Purpose This study aims to investigate the influence of brand relationship quality and
consumer community identification on consumer engagement. This study also examines the …

Purpose Building meaningful relationships between consumers and service brands has
received significant attention. This paper aims to explore how brand love in services–a …

Purpose In the modern era, brand authenticity is one of the most powerful positioning
strategies for sustainable business growth. This study investigated the impacts of perceived …

This study examines the role of brand love and its relationship with brand-related variables,
such as brand quality, brand trust, brand commitment, and brand loyalty. A total of 265 …

Purpose This paper aims to explore the relationship between brand love and materialism.
Design/methodology/approach This research uses two survey studies that the love of …

Purpose Following the continued development of transformative service research and the
prevalence of the service-dominant logic in services marketing literature, increased …

Customers in the hospitality industry are essential to cocreating unique and memorable
experiences. Encouraging customer value cocreation behaviors (CVCBs) is crucial for …

The COVID-19 pandemic created significant challenges for the British pub industry, due to
the uncertain conditions caused by the virus, changes in consumption patterns and …