PurposeValue co-creation (VCC) represents actors' joint, communal or shared value-creating processes. However, while existing research has advanced important VCC-based insight, the use of differing metatheoretical lenses to study VCC incurs a risk of theoretical fragmentation, thus potentially hampering this research stream's continued development. We, therefore, undertake an in-depth review of the corpus of VCC research that focuses on its common conceptual underpinnings as anchored in differing perspectives. Design/methodology/approachTo explore this objective, we undertake an extensive review of extant VCC literature, based on which we develop an integrative conceptual framework of VCC. FindingsWe propose an integrative, metatheory-unifying definition and framework of VCC that reflect its core hallmarks and dynamics across its adopted theoretical perspectives. Based on the framework, we also derive a set of fundamental propositions (FPs) that synthesize VCC's core tenets. Research limitations/implicationsVCC conceptualizations grounded in differing metatheoretical perspectives reveal the concept's core interactive, value-creating nature across metatheoretical perspectives. Though VCC emanates from interactivity between any actor constellation, unifying different metatheories of VCC uncovers important insight. Practical implicationsThe study suggests that for effective value co-creation, managers need to establish agreed-upon institutional arrangements, facilitate positive actor relationships and experiences and address challenges like collaboration, transparency, empathy and skill development while ensuring that affective, cognitive, economic and social dimensions of success are met for all actors involved. Successful initiatives require seamless communication, mutual understanding, cost-benefit favorability and public recognition of contributions. Originality/valueGiven VCC's rising strategic importance, a plethora of studies have investigated this concept from differing metatheoretical perspectives, yielding potential VCC-based fragmentation. Addressing this gap, we take stock of the VCC literature with a view to distilling the concept's core, trans-metatheoretical hallmarks, as synthesized in the proposed framework and FPs of VCC.

Important societal and environmental issues need to be addressed in the current day. The study of socially responsible consumption (SRC) has emerged as a discipline that prepares academics and professionals to act as communities capable of addressing such issues. We aim to extend the current knowledge of SRC in the business and management domains by first differentiating the concept from other interchangeably used concepts such as ‘ethical consumption,” ‘green consumption,” ‘socially conscious consumption,’ and ‘sustainable consumption,’ followed by a systematic literature review approach. We show that SRC is conceptually distinct and encompasses the broadest scope compared to the four similar concepts within the business and management domains. Furthermore, a systematic review of 64 articles published over the past decade (2013–2023) has revealed various themes related to consumers, consumption, firms, and products. We discuss these themes from both macro and micro perspectives and develop a multi-level conceptual framework to advance the holistic understanding of SRC in business and management domains. Additionally, we outline future research avenues for each theme at both the macro and micro levels as well as in terms of theory, context, and methods. Ultimately, this study enriches the knowledge of SRC in the business and management domains by (A) differentiating the construct and defining its conceptual boundaries, (B) synthesizing SRC research and identifying emerging research themes at both macro and micro levels, and (C) offering a multi-level conceptual framework and potential future research directions (FRDs).

Academic research exploring the phenomenon of impulsive buying using s-commerce platforms is scarce. Little is known about the factors and their prominence in shaping impulsive buying on s-commerce platforms. Current research explored this unexplored terrain by employing a two study research design. Using scientific procedures and rationales for systematic literature reviews (SPAR-4-SLR), study 1 identified 24 factors in four categories (social characteristics of the s-commerce platform, features of the s-commerce platform, social shoppers' psychographic characteristics, and marketers induced factors) shaping impulsive buying tendency of social buyers. Employing fuzzy-set qualitative comparative analysis, study 2 identified 12 among 24 factors as the differentiators for high and low impulsive buying. By identifying the factors and the differentiators, this study significantly advance the limited understanding of impulsive buying using s-commerce platforms. Focusing on the differentiators, brands and s-commerce firms can significantly enhance their business.

Over the years, the retail sector has been showing increasing interest in inculcating sustainable consumption practices and behaviors among their consumers. This study, accordingly, explores how retailers can contribute to addressing consumers’ various psychological dispositions to co-create sustainable consumption in the retail context. In that regard, the MAPED framework has been developed corresponding to White et al.’s SHIFT framework for exploring the process and mechanism of co-creating sustainable consumption in the retail sector. This comprehensive conceptual framework has been developed using a methodological approach of critical review and analysis of the extant academic literature on value co-creation and sustainable consumption. Accordingly, this study attempts to contribute to both sustainable consumption and value co-creation literature.

Purpose This study aims to examine the role of price discounts and how to communite such discounts for masstige brands. While a price discount might encourage potential (first time) customers seeking higher status to buy a masstige brand, it might deter existing (repeat) customers from purchasing the brand due to a decline in perceived status. Such paradoxical effect of price discounts on masstige brand’s purchase requires a detail investigation into whether masstige brands should offer price discounts and if so, how to communicate such discounts. Current research investigates this phenomenon. Design/methodology/approach Four experimental studies were executed. Study 1 investigated the impact of monetary discount (absent vs. present) on the purchase intention of masstige brands for different customer types (potential vs. existing). Study 2 investigated the mediating role of perceived status. Study 3 examined the effectiveness of metaphoric communication of monetary discounts (absent vs present) on masstige brand’s purchase. Study 4 tested the moderating effect of customers’ need for cognition. Findings Overall, monetary discounts positively affect purchase intention of masstige brand; however, the effect is negative for existing customers and positive for potential customers owing to differences in perceived status these customer groups experience (positive for potential and negative for existing customers). Metaphoric communications of monetary discounts restrict the declining purchase intention and status perception of existing customers besides keeping the potential customers’ purchase intention intact. Research limitations/implications This research is confined to a particular country limiting the gneralisability of the study’s findings. Furthermore, this research is cross-sectional in nature. Practical implications The findings of this research provide valuable insights and actionable recommendations for masstige brands to effectively leverage price discounts, especially in the emerging markets. Originality/value To date, a question of whether or not masstige brands should offer price discounts and if so, how to communicate such discounts remain opaque. This is the pioneering study exploring this phenomenon.

The notion of a brand's mass prestige ('masstige') has always been confined within the contours of business-toconsumer (B2C) markets. This study is a pioneering attempt to introduce masstige brands in the business-tobusiness (B2B) market. Employing a three study design, this research established that masstige is a strong case for B2B marketers. The findings suggest that with an application of the anchoring effect, masstige brands can be introduced in the B2B markets as well. Further, it is found that B2B customers' preference for masstige brands is shaped by factors such as affordable pricing, premium positioning, perceived status, sustained competitive advantage and symbolism. Correspondingly, such purchases are executed by B2B customers in anticipation of a higher perceived return on investment. In essence, this study extends the contours of masstige into the B2B markets and explores new business opportunities for managers.

The visual and textual elements of packaging significantly impact consumer product evaluations. This study examines how unconventional packaging messages-a textual packaging element-influence impulsive product purchases. We also investigate the mediating role of curiosity and the moderating role of emoji (i.e., a visual packaging element). We conduct five studies to test the proposed hypotheses. The findings reveal that unconventional packaging messages are more effective for impulsive products than for planned purchases. Furthermore, unconventional packaging messages increase both healthy and nonhealthy impulsive product purchases. We find that consumer curiosity explains the enhanced impulsive product purchasing when unconventional packaging messages are used. When unconventional packaging messages are employed for impulsive products, the use of emojis increases customer curiosity. The results extend an understanding of unconventional elements in consumer evaluations of products and inform packaging and marketing strategies regarding how to promote impulsive product purchases in competitive markets.

Today, the need for renewable energy is omnipresent as all the nations, including developed and developing economies, are struggling with environmental problems like ‘greenhouse gas emissions’, ‘climate change’, ‘increase in carbon footprints’, and ‘global warming’. Businesses are also getting affected to reshape their models for implementing effective marketing strategies to increase and satisfy the demand for renewable energies. This business shift has catered to the attention of business scholars across the globe. Despite the surge in interest of business scholars, the extent field appears to be fragmented and the factors leading to adoption of renewable energies at different levels are in their complex state. Therefore, our article sheds light on emerging themes using keyword analysis and integrates a model using Interpretive Structural Modeling (ISM) to structure the directions of the enablers of renewable energies. Our study guides academicians and policy makers regarding the milestones upon which the field has embarked.

The 17 Sustainable Development Goals (SDGs) of the United Nations are the focus of researchers and practitioners worldwide. Despite the proliferation of studies on sustainability in marketing and retailing, the existing studies on the subject are fragmented. To address the key issues relating to ‘sustainable marketing' and ‘retailing', this study seeks to conduct a thematic analysis to decipher the essential themes in sustainable marketing and retailing research. This study has used the Scopus database and the biblioshiny platform in R Studio to ensure that the findings of this investigation are as rigorously scientific as possible. This study has also shown numerous co-occurrences of the keywords and their inferences to summarize and synthesize the area. The study's main conclusion states that sustainability in retailing depends upon the retailer's contribution through empowering sustainable consumption, such as through choice editing, implementing CSR, and promoting slow fashion culture. The future research scope and limitations of the study have also been discussed.

Purpose The quest to acquire new customers and retain the existing ones is a challenge for all aviation companies. This paper attempts to assist the aviation companies in tackling this challenge by revealing the most important factors that their customers consider to be the most important while making purchasing choices. Design/methodology/approach Drawing on three separate studies, this paper identifies the most important factors that influence consumers' choice of airlines in an emerging economy context. The first study adopts a qualitative approach with 20 respondents (Max QDA is used for analyzing these data), followed by the second study based on a quantitative survey with 105 participants, and finally, the third study which employs a multi-criteria decision-making technique named fuzzy analytic hierarchy process (AHP) on a sample of 12 expert customers. Findings The findings of this paper reveal that customer care quality and on-time arrival are the two most important factors that aviation customers consider while making their purchase decisions. In contrast, baggage allowance and fastest route to destination are the two least considered by aviation customers while making their purchasing choices. Research limitations/implications This study includes only a geographic-specific segment of passengers. Future studies of consumer preferences in the aviation industry may include consumers belonging to other geographic regions. Furthermore, future studies may segment their sample populations based on factors other than age, the purpose of travel and booking medium. Practical implications This investigation attempts to give a rich and holistic understanding of the different factors that influence the aviation choices of consumers of varying segments. This study has significant practical implications as modern-day airlines aim to optimally cater to the needs of their target segments without incurring additional costs on services that consumers do not deem to be as important. Originality/value This study highlights the importance attributed to each identified factor by passengers, something that previous research has mostly ignored.

Service-Dominant (S-D) logic has sparked a renewed conceptualization of brands, which are considered as experiential processes co-created by service system actors. Drawing on this S-D logic-based reconceptualization of brands, in conjunction with the Organic view of the Brand (OVB), we offer insight into the deployment of value co-creation as a strategic tool for developing intangible brand assets. We also outline specific actors' brand-related resource contributions that are conducive to value co-creation's development. Based on these analyses, we propose a conceptual framework that highlights relevant service system actors' brand-related contributions in co-creating the key intangible brand assets of brand heritage, brand identity, and brand meaning. We conclude by pointing out important implications that arise from these analyses.

This study explores two burgeoning aspects of marketing research; inspiration and engagement, in the context of mass-prestige brands; that is those brands that position themselves among middle-income people on the plank of mass-prestige by maintaining premium feeling at an attainable price. Specifically, it examines the role of desire and perceived value in activating masstige inspiration and shaping masstige engagement. In addition, it investigates whether the transition from inspiration to masstige engagement varies based on need for uniqueness tendencies. Following a survey method, responses were obtained from 396 (354 usable) masstige (car) luxury buyers in India using a structured questionnaire. Covariance-based Structural equation modelling (SEM) was used to test the direct and mediation hypotheses, while moderation hypotheses were checked using multi-group SEM. The study indicates that affective desire (discomfort, pleasure and guilt), but not cognitive (control) and perceive value (functional value, emotional value and social value), shapes consumers' masstige engagement (cognitive, affective and behavioural). Affective desire and perceived value activates masstige inspiration ("inspired byi") leading to masstige intention (inspired to) and finally masstige engagement. Creative choice counter conformity as uniqueness tendency strengthens the effect of masstige intention (inspired to) on masstige engagement but not unpopular and avoidance of similarity uniqueness tendencies. Study findings will significantly strengthen engagement and inspiration literature in general and masstige in particular besides providing input to the marketers in shaping masstige branding and communication strategies.

Learning outcomes After reading and discussing the case, the participant would be able to: comprehend the ethics in marketing strategies that were displayed by an entrepreneur in the challenging times of the Covid-19 pandemic; appreciate how the marketing was executed in a socially responsible manner through digital means when there was a conflict between the business and the social interest; and understand how the innovative services or products can be developed that turn the trouble into an opportunity. The case shall also enlighten the students on how to create suitable marketing messages in digital times. The purpose of this paper is to let the students appreciate how they can carry out marketing efforts for a business while keeping customer needs and aspirations at the core, how the marketing campaigns can be designed and executed in a socially responsible manner and how the product portfolio can be suitably altered to make it more valued to the customer. After reading and discussing this case, the students will also be able to appreciate that it is important to identify and address the customer’s pain which may be stated or unstated by the customer. The case intends to teach students how to identify and reap the opportunities that get created from time to time and to make them appreciate that businesses can contribute significantly towards societal gains by committing minimal resources. Case overview/synopsis The mainstream marketing discipline focuses on excessive consumerism as opposed to the concept of “socially responsible marketing” which advocates that business initiatives should be supported by ethical considerations. The coworking industry was one of the worst affected industries by the pandemic since their customers started working from their homes during and post the lockdowns, leading to a loss in revenues. The protagonist in the case had a strong belief that the business interests would be secondary to the overall interest of society, and therefore, he advised the customers on how they could work productively, safely and stress-free from their homes. As the lockdown was un-eased, the marketing campaigns were launched and executed in a very ethical manner, while designing innovative service offerings were designed. Complexity academic level The case is relevant for the students pursuing undergraduate and graduate studies in the field of business and management. Supplementary material Teaching notes are available for educators only. Subject code CSS 8: Marketing.

The increase in disposable income and the luxury aspirations of the middle-class have led to the introduction of a new genre of luxury, known as masstige luxury. The extant research has yet to investigate the role of acculturation - changes in an individual's thoughts and behavior that result from (in)direct exposure to culturally dissimilar individuals or groups - in shaping the masstige perception of a brand. The current study addresses this gap by examining how various acculturation patterns (i.e., integration, assimilation, separation, and marginalization) assess the mass-prestige quotient of fashion accessory brands (sunglasses). The study identifies RayBan as a masstige brand in the sunglasses category and observes that the assimilation acculturation group assigned RayBan the highest masstige score, followed by the integration, marginalization, and separation groups. Furthermore, cultural worldview is identified as the underlying mechanism for differences in the masstige scores across various acculturation groups. By explaining the cultural consequences of masstige-based brand consumption, this study contributes to the growing masstige academic literature.

Purpose The purpose of this paper is to present a systematic review of the available literature on value co-creation (VCC) and provide insightful future directions for research in this domain. Design/methodology/approach The extant literature on VCC has been reviewed by collecting relevant research papers based on certain specified delimiting criteria. A total of 110 research papers have been analysed to gain useful insights into VCC literature. Findings The study analyses the literature on VCC and provides a clear distinction between VCC and its closely related constructs in the literature. The study also draws significant insights from the VCC literature based on some specific parameters. Some frequently used theoretical perspectives have been discussed in the study, thus pointing towards a few alternative theories that can be used for future research. Finally, specific trends emerging from the literature have been discussed that provide a comprehensive understanding of the research inclinations of this concept, along with future scopes of research in the VCC domain. Research limitations/implications The papers were selected for this study based on some delimiting criteria. Thus, the findings cannot be generalised for the entire research on VCC. Originality/value This paper fulfils the need for a systematic review of the extant literature on VCC. The study synthesises literature and bibliography on VCC from 2004 to 2019 to benefit both academics and practitioners and gives some directions to advance this domain of literature.

This study develops an integrated model to investigate how value co-creation, driven by positively valanced e-engagement, enhances repurchase intention among e-commence consumers. Applying the tenets of UTAUT, this study also examines the moderating role of technology adoption in the association between e-engagement and value co-creation in the e-commerce context. Data were collected via 411 surveys completed by e-commerce consumers in India. Data analysis was done using PLS structural equation modelling. Results show that value co-creation, driven by positively valanced e-engagement, enhances repurchase intention among e-commerce consumers, while technology adoption moderates the association between positively valanced e-engagement and value co-creation. The findings also reveal that consumption values, such as utilitarian and hedonic values, mediate the effects of value co-creation on repurchase intention among e-commerce consumers.

Purpose This study aims to investigate the role of middle-class consumers' need for uniqueness (CNFU), consumer susceptibility to interpersonal influence (CSII), inspiration and behavioral intentions toward masstige products. Specifically, this study examines the differential effects of CNFU dimensions, the underlying mechanism of consumer inspiration and the moderating role of CSII in the purchase intentions toward masstige products. Design/methodology/approach Two studies were carried out to test the proposed relationships. Study 1 examines the differential effect of CNFU dimensions and the mediating role of consumer inspiration for data collected from Tier 1 cities in India. Study 2 replicated Study 1 findings for the jewelry masstige products and tested the moderating role of CSII for data collected from Tier 2 cities. Structural equation modeling was used to test the proposed hypotheses. Findings The study findings confirm the differential effects of CNFU dimensions on inspiration and its mediating role in masstige products' purchase intentions. Furthermore, the study found that CSII moderates the effect of CNFU dimensions on inspiration toward masstige (jewelry) purchase intentions. Status does not determine masstige purchase intention. Research limitations/implications The present study was carried out in the emerging market of India. Future studies should replicate the study findings in other emerging markets. Practical implications The study findings have important implications for marketers of masstige brands in developing effective marketing strategies in the emerging markets. Originality/value The study is among the few studies to investigate the differential role of CNFU dimensions and inspiration for masstige brands in an emerging market context.

Consumers' need for uniqueness (CNFU) has received much attention in identifying intention for luxury consumption. This study investigates how the interplay of CNFU dimensions (i.e. creative choice, unpopular choice and avoidance of similarity), social comparison and psychological entitlement drives consumers' intention for bandwagon and snob luxury consumption. Useable responses collected from 427 high-income Indian luxury fashion consumers were analysed using SEM and Process-Macro. The creative choice dimension enhances the purchase intention of bandwagon luxury items indirectly via social comparison while psychological entitlement strengthens this indirect effect. The unpopular choice tendency has significant direct effect on snob luxury consumption. The avoidance of similarity dimension enhances purchase intention of snob luxury items directly while it also enhances bandwagon luxury consumption indirectly via social comparison. Psychological entitlement strengthens this indirect effect. This study contributes to the luxury consumption literature by proposing three distinctive types of consumption behaviours relating to snob and bandwagon luxury items based on these interplays.

Co-creation is emerging as an important marketing strategy in the public services sector. This paper examines the mechanism through which co-creation can be employed to drive the success of developmental initiatives in the public services sector. Through a case study methodology using in-depth interviews of 16 implementation experts, the study provides with a comprehensive framework that explicates the manner in which co-creation can be used as a strategy for success in the context of public services. This study, in essence, attempts to draw on the insights of value co-creation from the business world and explores the possibility of integration of those insights with the public services sector. Based on the findings, we discuss the significant contributions the study has made to the theoretical development and conceptual enrichment of the public services management literature.