Purpose: This paper aims to investigate the phenomenon of co-competition, within service-dominant logic, whereby multiple parties with mutually exclusive goals compete for the rights to co-create with a firm. Design/methodology/approach: Within the context of a massively multiplayer online...

A fundamental assumption of choice models is that products are valued for the benefits they provide. The only non-benefit-based source of preference is the processing fluency (e.g., ease of perceiving, encoding, comprehending, or retrieving information) that results from prior exposure to the...