%R 10.1108/IJRDM-06-2015-0079
%V 44
%J International Journal of Retail and Distribution Management
%T An integrated model of corporate brand experience and customer value co-creation behaviour
%I Emerald Group Publishing Ltd.
%P 139-158
%A A. Shamim
%A Z. Ghazali
%A P.A. Albinsson
%D 2016
%N 2
%O cited By 57
%X 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. © 2016, © Emerald Group Publishing Limited.
%L scholars7194