Purpose – A recent development in customer value research is building theory that can help the field go beyond understanding what customers currently value to exploring how customers' perceptions of value change. This paper seeks to extend this emerging theory of customer value change to a...

Purpose – The purpose of this paper is to better understand the experiences of women who were engaged in a competitive retail shopping event. Design/methodology/approach – This study employed the discovery‐oriented grounded theory approach, in order to interpret field data from...