Value co-creation (VCC) is essential for a new product development, transforming ideas into collaboratively created value-in-use, particularly under Service-Dominant Logic (S-D Logic). Recognizing that consumers engage in VCC with the goal of achieving happiness, this study investigates how anticipated happiness—arising from affective forecasting of VCC experiences—encourages customers’ participation in high-technology VCC initiatives. It also examines how individuals’ definitions of happiness—calmness vs. excitement—influence this process in VCC, using a validated temporal focus manipulation to induce these differing happiness orientations. Results indicate that future-focused individuals tend to define their happiness as excitement, while present-focused individuals associate it with calmness. Then, definitions of happiness indirectly influence VCC participation intentions through the mediation of anticipated happiness, with product type and VCC engagement intensity further moderating this relationship among calmness-seekers. These findings suggest that tailoring VCC programs to align with consumers’ temporal focus and happiness definitions can enhance their overall anticipated happiness and participation in co-creation.

Many previous studies have been conducted on service failure and recovery, but the existing preceding studies are mainly focused on positive behavioral intentions such as loyalty, word of mouth intention and recommendation intention. Therefore, there is relatively little interest in customers’ negative behavioral intentions. In today’s society where SNS is very developed, customers’ complaints or retaliatory actions can be spread to other customers without time and space limitations, which can have a great negative impact on the company’s image. In this respect, it is a very important task for service companies to examine the impact of service failure and recovery on customers’ relationship-disconnection behavior and to establish a management plan for the factors that cause customer relationship-disconnection behavior. When a service failure occurs, double deviation and recovery paradox effects appear depending on how service recovery is performed. Identifying the influencing factors for this is very important to understand service failure and recovery process. In this study, the formation process of customer’s relationship dissolution behavior after experiencing service failure is identified from the perspective of double deviation and recovery paradox, and the theoretical understanding of service failure and recovery is broadened through the study results.

We investigate how the geographic destination of charitable corporate donations influences brand preferences. We predict and find that consumers demonstrate a stronger preference for brands that engage in domestic donations as opposed to those that contribute to foreign causes. Additionally, we find that the preference for domestic donations is more pronounced among consumers exhibiting higher levels of nationalism and lower levels of residential mobility. Our research findings offer managerial implications for tailoring CSR strategies to resonate with specific consumer segments. We provide insights for companies aiming to optimize the impact of their philanthropic endeavors.

Companies offer rewards when an existing customer invites a new customer to try their product, but the recipient of the reward varies depending on the type of referral program. In Reward-Me programs, only the recommending customer is rewarded, while in Reward-Both programs, both the recommender and the recipient who acts on the recommendation are rewarded. We examined whether purchase type (material vs. experiential) moderates the impact of a reward program on referral likelihood. The results reveal that purchase type does moderate referral likelihood across the two types of reward programs: for material purchases, referral likelihood does not differ between the two referral programs, whereas for experiential purchases, referral likelihood is greater under Reward-Both programs than under Reward-Me programs.

This study examines how Small and Medium Enterprises (SMEs) in developing markets achieve marketing performance through resilient compositional capability despite resource constraints. Using data from 435 SMEs in West Borneo, Indonesia, and employing a mixed-method approach, we find that marketing innovation, government support, and organizational ambidexterity positively influence resilient compositional capability. Our results show that while government support and organizational ambidexterity directly impact marketing performance, marketing innovation's effect is mediated by resilient compositional capability. Furthermore, we find that resilient compositional capability significantly mediates the relationship between all independent variables and marketing performance, validating the Composition-Based View's (CBV) premise that firms can achieve competitive advantage through strategic resource composition. The findings suggest that SMEs can enhance their marketing performance by developing resilient compositional capability, which enables them to creatively integrate and optimize their resources in response to market challenges.

With the continuous development of social media, negative brand emotions have emerged as a significant social phenomenon. However, existing marketing research predominantly focuses on positive emotions. This study aims to explore how the sensory, emotional, behavioral, intellectual, and social dimensions of negative brand experiences elicit consumer regret and brand hate, which subsequently drive the spread of NWOM. Using SEM to analyze data from 1,000 Chinese consumers, this study finds that all dimensions of negative brand experiences significantly influence both regret and brand hate. Consumer regret further amplifies brand hate, intensifying its emotional impact, and drives the dissemination of NWOM. This study extends the S-O-R framework to the context of negative emotions and introduces the social dimension of brand experiences, revealing complex relationships between brand experiences, negative emotions, and behavioral responses. In practice, companies should strengthen the monitoring and management of brand touch points to proactively mitigate brand hate and its adverse consequences.

This study employs a hierarchical component model to examine reuse intentions among experienced carsharing service users in South Korea, focusing on how various perceptions of benefits and risks impact their decisions. It also explores the influences of self-efficacy, gender, and service usage experience on these perceptions and reuse intentions. Findings highlight that male users are primarily driven by functional benefits such as accessibility and convenience, whereas female users are more responsive to hedonic benefits. Users with high self-efficacy prioritize economic benefits, whereas those with more usage experience prioritize functional benefits. Additionally, social risks significantly deter reuse intentions predominantly among male and less experienced users. By utilizing a hierarchical model, this study offers a deeper understanding of how each dimension of benefits and risks affect overall perceptions, facilitating tailored strategies for carsharing services. The insights contribute valuable theoretical and practical perspectives on the dynamics of carsharing service usage.

This study investigates the influences of the head movement (nodding vs. head shaking vs. nothing) on consumer attitude and purchase intention toward the product in an online shopping context and introduces the consumer motivation (need vs. want) as a moderating factor for this relationship. Through two studies, this article finds that nodding, as opposed to head shaking or no movement, leads to more positive attitudes and higher purchase intentions toward the product, and this effect is strengthened when the shopping is pursued with a need compared to a want motivation. The effect is found specifically in the fashion industry, where online shopping is most prevalent. Both theoretical and practical implications are discussed.

In the uncertainty fueled by the COVID-19 pandemic, mergers and acquisitions (M&As) have emerged as key strategic responses by rms. This study explores the impact of M&As on acquirers' rm value, utilizing a rm-level panel dataset from SDC Platinum. Empirical evidence recognizes the potential negative impact of transaction value in M&As and the pandemic's effect on market uncertainty that may occasionally exacerbate the adverse in uence on acquirers' rm value. The ndings indicate that effective marketing strategies, such as enhancing consumer awareness through increasing advertising expenditures, can counterbalance these in uences, particularly during uncertain times. This study accentuates the importance of adaptability and a responsive marketing approach in managing M&As during a global crisis. It provides valuable perspectives on consumer awareness in strategic decision-making, offering insights for both academic and business communities and focusing on actionable strategies for navigating the global market turmoil transformed by COVID-19.

Companies are increasingly performing corporate social responsibility (CSR) as part of their strategic plans, but the effect of CSR activities on short-term nancial performance is disputed. Researchers have found ambiguous relationships through mediating factors, but few studies have investigated internal stakeholders in this context and the rm characteristics that moderate these relationships. This study uses a competitive mediating model that examines job satisfaction as a mediator in the relationship between CSR and short-term nancial performance for Korean companies. For the analysis, data from 195 companies covering 2014 to 2017 were collected and analyzed via panel regression. The ndings indicate that CSR activities had a negative effect on short-term nancial performance but a positive effect on job satisfaction; however, the larger the rm, the smaller the positive effect of CSR activities. Moreover, job satisfaction positively affects short-term nancial performance, and this relationship is stronger in service rms.