Purpose: The purpose of this study is to increase the understanding of the online brand advocacy (OBA) and brand loyalty relationship through a social identity theory lens. Design/methodology/approach: An online survey was used to obtain the needed data and the relationships of interest were...

Purpose: The purpose of this paper is to assess the impact of CSR initiative preference, customer helping orientation and customer participation on willingness to engage in CSR and to demonstrate the influence this engagement has on their commitment and loyalty to the organisation....

Purpose: Despite recognition of the importance of emotions and emotion regulation in service encounters, emotion regulation has been generally studied from an employee perspective. This study investigated customer emotion regulation behaviours (CEREBs) in face-to-face service encounters;...

Purpose: The purpose of this paper is to suggest a typology of customer value cocreation activities and explore the psychological drivers and quality of life outcomes of such activities in a complex health care service setting. Design/methodology/approach: Focus groups with people with Type 2...

Purpose Both customer engagement (CE) and corporate social responsibility (CSR) have been linked to customer loyalty. Past studies use service dominant logic and customer value co-creation to explain this relationship. The purpose of this paper is to apply utility theory to develop and test a...