Purpose–The purpose of this paper is to summarize and classify extant research and to
better understand the past, present, and future state of the theory of value co-creation. Its …

Purpose–The purpose of this paper is to, first, make explicit the theoretical link between
prosumers and co-creation as articulated in the service-dominant logic framework. The …

Students have begun to show interest in adopting active and participatory roles that allow
them to interact and work collaboratively with educators. One important aspect of students as …

Social media has transformed the way tourism-related information is generated and
distributed. While previous studies have focused largely on the benefits of social media for …

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 …

Purpose This paper aims to develop a theoretical framework of value co-creation and value
co-destruction of guest-host social practices facilitated through Airbnb in the sharing …

In this article we chart the evolution of corporate brand management from an organization-
centric view based on control to one rooted in a participative cocreated perspective where …

The creation of identity, in terms of both consumer identity and brand identity, is a core topic
in marketing theory. Based on participant ethnography of Yes Edinburgh North & Leith, part …

This article introduces a new dimension of consumption as liquid or solid. Liquid
consumption is defined as ephemeral, access based, and dematerialized, while solid …

This study examines the underlying dimensions of co-creation of an experience in the
context of tourism and its effects on behavioral consequences such as tourists' satisfaction …