Chapter 1 Introduction
1.1 Introduction
1.2 Background to the Research
1.3 Terminology Used in the Book
1.4 Research Gap, Aims and Objectives
1.5 Structure of the Book
Chapter 2 Theoretical Domains
2.1 Introduction
2.2 Consumer Behaviour Theory Approaches and Models
2.3 Consumer Culture Theory (CCT)
2.4 Conclusion
Chapter 3 Value Creation in Consumer Market
3.1 Introduction
3.2 The Goods Dominant and Service Dominant Logics
3.3 Value Co-creation Through Experience
3.4 Customer Value Co-creation Behaviours
3.5 Customer Engagement and Its Theoretical Foundation
3.6 Conclusion
Chapter 4 Conceptual Framework
4.1 Introduction
4.2 Conceptual Framework 1-Value Creation
4.3 Conceptual Framework 2-Hypothesis Development
4.4 Conclusion
Chapter 5 Research Methodology
5.1 Introduction
5.2 Research Philosophy
5.3 Qualitative Phase
5.4 Quantitative Phase
5.5 Data Preparation for Analysis
5.6 Ethical Consideration
5.7 Conclusion
Chapter 6 Data Analysis
6.1 Introduction
6.2 Demographics Characteristics
6.3 Reliability and Validity Analysis
6.4 Mean Scores for Factors after CFA
6.5 The Relationships Between the Respondents' Demographics and Constructs
6.6 Hypotheses Testing-–Structural Equation Modelling (SEM)
6.7 Results of Hypotheses
Chapter 7 Discussion and Implication
7.1 Introduction
7.2 Summay of Key Findings
7.3 Achieving the Objectives
7.4 Contribution of the Book
7.5 Limitations and Directions for Future Research
Bibliography
Appendixes
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