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

Authors: Jairo Salas-Paramo; Diana Escandon-Barbosa; Maria Del Carmen Alarcón-Del Amo; Josep Rialp-Criado

Addresses: Departamento Gestion de Organizaciones, Pontificia Universidad Javeriana Cali, Cali, Colombia ' Departamento Gestion de Organizaciones, Pontificia Universidad Javeriana Cali, Cali, Colombia ' Departamento de Marketing, University de Murcia, Murcia, Spain ' Departamento Economia i Empresa, Universitat Autonoma de Barcelona, Spain

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.

Keywords: value co-creation; consumer company identification; pro-social behaviour; multi-group; car industry; fashion industry; service dominant-logic; social identity theory; altruism; involvement; moderation effects.

DOI: 10.1504/IJBE.2021.118567

International Journal of Business Environment, 2021 Vol.12 No.4, pp.389 - 409

Received: 10 Feb 2021
Accepted: 21 Apr 2021
Published online: 28 Oct 2021 *

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