An integrated model of corporate brand experience and customer value co-creation behaviour. Issue 2 (8th February 2016)

• Record Type: Journal Article
• Authors: Shamim, Amjad; Ghazali, Zulkipli; Albinsson, Pia A.
• Is Part Of: International journal of retail & distribution management. Volume 44:Issue 2(2016)
• Page Start: 139
• Page End: 158
• Publication Date: 2016-02-08
• Subjects: Service logic -- Service-dominant logic -- Retailing -- Value co-creation -- Customer behaviour -- Brand experience -- Customer attitude; Retail trade -- Management -- Periodicals; Physical distribution of goods -- Management -- Periodicals; 658.87
• DOI: 10.1108/IJRDM-06-2015-0079
• Languages: English
• ISSNs: 0959-0552

Abstract

Abstract : Purpose: – The purpose of this paper is to investigate the influence of corporate brand experience (CBE) on customer value co-creation attitude and behaviour (CVCCA and CVCCB). By integrating congruity theory with the theory of reasoned action, the study proposes an integrated model for developing CVCCB in a retailing context. Design/methodology/approach: – Structural Equation Modelling, using AMOS software was conducted using a sample of 711 respondents from four hypermarkets located in five Malaysian states. Findings: – The research findings indicate that CBE plays a significant role for developing customer attitude and behaviour of value co-creation activities. Results show that CBE has a strong positive influence on CVCCA and subjective norms (SN) which further lead to CVCCB. SN were found to be a partial mediator between CBE and CVCCA. CVCCA was found to be a partial mediator between SN and CVCCB. Full mediation of CVCCA and SN between CBE and CVCCB is confirmed. Originality/value: – The research contributes to value co-creation literature by proposing an integrated model for developing CVCCB in retailing. This research opens avenues for future research to consider the importance of brand experiences in value co-creation practices.