ABSTRACT
Firm–consumer interactions in value creation mark the recent scholarly discussions in marketing, spanning streams of research from consumer culture theory (hereafter, CCT) to service-dominant logic (hereafter, S-D logic) and strategic marketing (Arnould & Thompson, 2005; Prahalad & Ramaswamy, 2004; Vargo & Lusch, 2004). This growing body of work emphasizes the shift away from the traditional formulation of value creation toward one of value cocreation, in which consumers play an active role in creating and determining value, as opposed to passively consuming offerings created and embedded with value solely by firms. Specifically, consumers participate in value creation by deploying their social, cultural, and physical resources and by drawing upon firm-supplied resources (Arnould, 2005; Arnould, Price, & Malshe, 2006).
