#4791. Transforming customer brand engagement to co-creation value through participation energy and effort

August 2026publication date
Proposal available till 26-05-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Business and International Management;
Strategy and Management;
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Abstract:
This study investigates the mechanism underlying the effects of customer brand engagement on the extent of customer participation in a specific service co-creation, leading to co-created value. Using the data collected from 286 customers of yoga training service, the analyses show that customer engagement significantly affects customer participation energy and effort, both of which then affect the perceived service value. These findings elucidate the cognitive and affective mechanisms explaining how customers’ extra-role behaviors (customer engagement) toward a brand affect their in-role behaviors (customer participation) in a long-lasting service co-creation process. Managerial implications are then discussed accordingly.
Keywords:
Customer co-created value; Customer engagement; Effort; Energy; Participation

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