Contemporary business organizations are increasingly turning their attention to jointly creating value with a variety of stakeholders, such as individual customers and other business organizations. However, a review of the literature reveals that very few studies have systematically examined value co-creation within online group buying. This study reveals that there are different mechanisms und...

Recent voices in creativity research emphasize the vital role that processes of active engagement and interaction play. These distributed, interactivity-based, ecological accounts critique reduction to mental mechanisms eschew methodological individualism underlies this view. Instead, they elevate socio-material couplings a genuine causal mechanism, hereby explaining why others “are good be cre...

This paper provides insight into the brand identity elements co-creation phenomenon and explores the effect of co-creation claim on brand identification. The paper also verifies the moderated effect of product involvement and self-construal. The experimental study and the analysis of variance demonstrate that co-creation claim is confirmed to influence brand identification positively. On the ot...