An integrated model of corporate brand experience and customer value co-creation behaviour
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 8 February 2016
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.
Keywords
Acknowledgements
This research is funded by the Ministry of Education (MOE) Malaysia under Fundamental Research Grand Scheme (FRGS) and supported by Universiti Teknologi PETRONAS, Malaysia under Graduate Assistantship Scheme. Authors are highly thankful to both institutions for their support. Authors are also thankful to Dr Ting Ding Hooi and Dr Zullina Hussain Shaari for their continuous support in this research. The authors also gratefully acknowledge the helpful comments and suggestions of Dr David Shows, the editor-in-chief, and the two anonymous reviewers on earlier version of this paper.
Citation
Shamim, A., Ghazali, Z. and Albinsson, P.A. (2016), "An integrated model of corporate brand experience and customer value co-creation behaviour", International Journal of Retail & Distribution Management, Vol. 44 No. 2, pp. 139-158. https://doi.org/10.1108/IJRDM-06-2015-0079
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited