serves. By adopting this approach, we place emphasis on how the value co-creation concept, which is reinforced by the social … and making a link with Formula 1 motor racing, we elucidate the value co-creation process and reveal how the social impact …

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-creation … co-variance-based structural equation modeling (CB-SEM). Findings Customers' co-creation experience has a positive impact …