eprintid: 7194
rev_number: 2
eprint_status: archive
userid: 1
dir: disk0/00/00/71/94
datestamp: 2023-11-09 16:18:59
lastmod: 2023-11-09 16:18:59
status_changed: 2023-11-09 16:08:43
type: article
metadata_visibility: show
creators_name: Shamim, A.
creators_name: Ghazali, Z.
creators_name: Albinsson, P.A.
title: An integrated model of corporate brand experience and customer value co-creation behaviour
ispublished: pub
note: cited By 57
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. © 2016, © Emerald Group Publishing Limited.
date: 2016
publisher: Emerald Group Publishing Ltd.
official_url: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84975038128&doi=10.1108%2fIJRDM-06-2015-0079&partnerID=40&md5=4410ce7038503f5788fdef6bd005e088
id_number: 10.1108/IJRDM-06-2015-0079
full_text_status: none
publication: International Journal of Retail and Distribution Management
volume: 44
number: 2
pagerange: 139-158
refereed: TRUE
issn: 09590552
citation:   Shamim, A. and Ghazali, Z. and Albinsson, P.A.  (2016) An integrated model of corporate brand experience and customer value co-creation behaviour.  International Journal of Retail and Distribution Management, 44 (2).  pp. 139-158.  ISSN 09590552