Purpose Customer value co-creation behavior is promising but undertheorized. To bridge this gap, this study examines … the viability of a social cognitive theory positing that customers' value co-creation behavior is shaped by their co … on their co-creation self-efficacy, co-creation engagement, and value co-creation behavior. While co-creation self …

value co-creation behavior, resulting in increased brand trust. Additionally, it unveils how brand trust and the perception … customer value co-creation behavior significantly promotes brand trust. Finally, findings indicate that brand trust and the …