Antecedents and consequences of virtual customer co-creation behaviours

Purpose The purpose of this paper is to compare the antecedents and consequences of two distinct types of virtual co-creation behaviours that require different degree of effort from the customer, i.e. customer participation (CPB), and customer citizenship (CCB) behaviour, in a cross-cultural study. Design/methodology/approach A survey was conducted among members of online panels in the UK and Spain, reaching a sample of 800 online individuals...