Retailers-Led Brand Value Co-Creation Behaviors: An Intervening Analysis

Authors

  • Muhammad Luqman Tauheed Rana PhD Scholar, Department of management Sciences, COMSATS University of Islamabad, Lahore, Pakistan
  • Zafar uz Zaman Anjum Assistant Professor, Department of management Sciences, COMSATS University of Islamabad, Lahore, Pakistan
  • Tariq Hameed Alvi Assistant Professor, Department of management Sciences, COMSATS University of Islamabad, Lahore, Pakistan

DOI:

https://doi.org/10.47205/jdss.2023(4-II)53

Keywords:

Retailers’ Brand Attachment, Employees’ Brand Citizenship Behavior, Brand Value Co-Creation

Abstract

There has been ample research on brand value co-creation (BVCC), but majorly it involved only one stakeholder (i.e., customers) as the source of co-creation. This paper aims to study employees’ brand citizenship behaviors (EBCB) with retailers’ brand value co-creation behaviors with a mediation mechanism of brand attachment in the FMCG sector. Scales were adapted from previous studies to measure EBCB, brand attachment, retailer-led feedback, retailer-led advocacy, and retailer-led helping. Data were collected through self-administered questionnaires, and PLS-SEM was used to analyze a sample of 189 salespersons and retailers. The findings support the complimentary partial mediation role of brand attachment in fostering retailers’ BVCC behaviors by EBCB. This study offers comprehensive insights into employees’ behaviors in cultivating retailers’ co-creation behaviors. Firms and marketers may benefit by focusing on the behaviors of their employees, especially sales employees who frequently visit retail stores.

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Published

2023-05-08

Details

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    PDF Downloads: 110

How to Cite

Rana, M. L. T., Anjum, Z. uz Z., & Alvi, T. H. (2023). Retailers-Led Brand Value Co-Creation Behaviors: An Intervening Analysis. Journal of Development and Social Sciences, 4(2), 589–603. https://doi.org/10.47205/jdss.2023(4-II)53