Although the concept of value co-creation has been predominant in marketing discipline, there remains surprisingly little research on branding. This paper aims to provide a systematic literature review demonstrate how for branding and tourism destinations evolved. A three-phase methodology was adopted critically analyse 74 articles from 2010 2022 collect ideas develop more comprehensive underst...

• Co-creation reflects relationships between the ‘weak’ and ‘strong’. Opportunistic behaviour results as ‘tactics of Weak’ are employed for advantage. Customer firms may be ‘unpowered’ through co-creation processes. has been lauded exceptional benefits it offers to engaged actors, with a particular emphasis on its ability empower previously passive, sometimes disadvantaged, customers. Drawing d...

Customer engagement behavior (CEB) receives increasing attention from both academics and practitioners, as it represents one of the key customer profitability determinants. This study attempts to provide a holistic view of CEB by (1) proposing an instrument to measure CEB, and (2) its antecedents. Based on the existent literature, we conceptualize CEB as a formative construct consisting of word...