The service-dominant logic revisited: The role of purchase frequency in changing the dynamics of value co-creation

Jairo Salas-Paramo, Diana Escandon-Barbosa*, Maria del Carmen Alarcón-Del Amo, Josep Rialp-Criado

*Corresponding author for this work

Research output: Contribution to journalArticleResearchpeer-review

Abstract

This study analyses the effect of the moderation of the fashion and car industries between the individual and social precedents that influence value co-creation and its effect in consumer company identification. It draws on both the service-dominant logic perspective and social identity theory to understand how individual and social factors influence participation in value co-creation processes. It uses a multi-group structural equation model (SEM) on a sample of 400 consumers in the fashion and car industries in Colombia. Among the main findings is that value co-creation has influence depending on the industry in which activities are carried out to generate value. For the fashion industry, it is possible that value co-creation influences identification with the company, as well as altruism and pro-social behaviour. For the car industry, in contrast, only the consumer’s involvement in the processes of value co-creation becomes a mechanism that allows such identification with the company.

Original languageEnglish
Pages (from-to)389-409
Number of pages21
JournalInternational Journal of Business Environment
Volume12
Issue number4
DOIs
Publication statusPublished - 2021

Keywords

  • Altruism
  • Car industry
  • Consumer company identification
  • Fashion industry
  • Involvement
  • Moderation effects
  • Multi-group
  • Pro-social behaviour
  • Service dominant-logic
  • Social identity theory
  • Value co-creation

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