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This paper outlines a pilot study that was undertaken in Australia in 2011 that combined social marketing with education. An intervention targeting 14‐16 year olds to influence attitudes and behavioural intentions towards moderate drinking was developed and tested. Game On:Know alcohol (GO:KA) is a six‐module intervention that is delivered to a year level cohort in an auditorium. GO:KA combines a series of online and offline experiential activities to engage (with) students.

Following social marketing benchmark criteria, formative research and competitive analysis were undertaken to create, implement and evaluate an intervention. The intervention was delivered in one all boys’ and one all girls’ school in April and June 2011, respectively. A total of 223 Year 10 students participated in GO:KA with the majority completing both pre‐ and post‐surveys. Paired samples t‐tests and descriptive analysis were used to assess attitudinal and behavioural intention change.

Attitudinal change was observed in both schools while behavioural intentions changed for girls and not boys according to paired samples t‐testing. Post hoc testing indicated gender differences.

The lack of a control group is a key limitation of the current research that can be overcome in the 20 school main study to be conducted in 2013‐2015.

The current study provides evidence to suggest that a combined social marketing and education intervention can change teenage attitudes towards moderate drinking whilst only changing behavioural intentions for female teenagers. Analysis of the intervention provides insight into gender differences and highlights the need for a segmented approach.

This paper seeks to draw from services marketing theory as an alternative and under-used pathway to social and behaviour change for the achievement of societal well-being. Social marketing services are an important part of social change programmes as they contribute towards service users’ health, well-being, and the fulfilment of social marketing goals. However, value destruction can occur in users’ service experiences, leading to a decline rather than improvement of their well-being. The purpose of this paper is to understand the nature of the value destruction process and identify the outcomes in social marketing services from a consumer’s perspective.

A qualitative exploratory study using a focus group (n = 4) and individual depth interview (n = 4) methods was undertaken. The discussions were guided by a semi-structured interview guide and were audio recorded and transcribed verbatim.

Thematic analysis of the data revealed two value destruction processes: incongruent resource application and misuse of firm resources. The value destruction processes suggest three types of outcomes: reduced usage of the service, termination of service and strategic behavioural actions.

This study is the first to examine value destruction processes and outcomes in social marketing services from a consumer’s perspective. This study contributes towards the small but growing body of research on value destruction in both commercial and social marketing by challenging the assumption that value creation is always positively valenced and responding to critique that there is currently insufficient focus on value destruction in service research and its impact on well-being.

The purpose of this paper is to develop a concept of service system well-being by presenting its collective conceptualisation and ten key domains.

Service system well-being domains were established using multi-level theory and a qualitative case study research design. To validate the domains initially developed from the literature, 19 in-depth interviews were conducted across two case studies that represented the service systems of a hospital and a multi-store retail franchise chain. A multi-stakeholder approach was used to explore the actor’s perspectives about service system well-being. Key domains of service system well-being were identified using deductive categorisation analysis.

The findings found evidence of ten key domains of well-being, namely strategic, governance, leadership, resource, community, social, collaborative, cultural, existential and transformational, among service system stakeholders.

Service system well-being is a collective concept comprising ten domains that emerged at different levels of the service system. The propositions outlined the classification of and interlinkages between the domains. This exploratory study was conducted in a limited service context and focussed on ten key domains.

Service managers in commercial and social organisations are able to apply the notion of service system well-being to identify gaps and nurture well-being deficiencies within different domains of service-system well-being.

Based on multi-level theory, the study is the first to conceptualise and explore the concept of service system well-being across multiple actors.

Informed by the broaden-and-build theory of emotions, this study aims to investigate the relationships between consumers’ motives and personal and social outcomes in access-based services (ABS). Further, drawing on territorial behaviour literature, the second goal of this research is to test the moderating effects of psychological ownership on the relationships between personal outcomes and consumer territorial behaviour.

This research comprises a quantitative online survey complemented by a qualitative interview study. The quantitative study employed an online consumer panel survey of 317 samples. Later, the qualitative study sought additional insights into the economic benefit motives and manifestation of territorial behaviour of bicycle-sharing users to enrich the results of quantitative study. The quantitative data were analysed using structural equation modelling, and the interviews were transcribed and analysed using an inductive and deductive thematic analysis.

The results indicated that specific motives significantly affected certain personal outcomes. Namely, economic benefit, enjoyment and reputation motives drove life satisfaction, while enjoyment, sustainability and social relationships promoted feelings of gratitude. Furthermore, life satisfaction positively affected consumer cooperation, helping other consumers and territorial behaviour. In contrast, feelings of gratitude had a positive relationship with cooperation and helping other consumers, but a negative one with territorial behaviour. Additional examination revealed that consumers’ psychological ownership of the shared bicycle in an ABS model moderated the effect of gratitude on consumer territorial behaviour.

This study offers and tests a model on ABS in the context of bicycle-sharing services. Thus, it presents avenues to test the model on other ABS, e.g. clothing or home sharing.

Managers in ABS can foster positive emotional states of gratitude and life satisfaction that will inevitably promote consumer cooperation and helping behaviour.

This study is among the first to propose and examine a model that tests the relationships between consumers’ motives and personal and social outcomes in ABS.

Actors who participate in co-created service experiences typically assume that they will experience improved well-being. However, a growing body of literature demonstrates that the reverse is also likely to be true, with one or more actors experiencing value co-destruction (VCD), rather than value co-creation, in the service system. Building on the notion of resource misintegration as a trigger of the VCD process, this paper offers a typology of resource misintegration manifestations and to present a dynamic conceptualization of the VCD process.

A systematic, iterative VCD literature review was conducted with a priori aims to uncover the manifestations of resource misintegration and illustrate its connection to VCD for an actor or actors.

Ten distinct manifestations of resource misintegration are identified that provide evidence or an early warning sign of the potential for negative well-being for one or more actors in the service system. Furthermore, a dynamic framework illustrates how an affected actor uses proactive and reactive coping and support resources to prevent VCD or restore well-being.

The study presents a typology of manifestations of resource misintegration that signal or warn of the potential for VCD, thus providing an opportunity to prevent or curtail the VCD process.

Consumers’ self-interests and personal goals in attaining collective goals are rarely considered in firm-hosted virtual communities (FHVCs). Based on working consumers paradigm and agency theory, the purpose of this paper is to investigate the joint impact of consumers’ psychological states of empowerment, engagement and entitlement on value cocreation behaviors in FHVCs.

US consumer panel data were used to test the proposed model on customers (n=338) participating in a FHVC.

The results show significant effects of the psychological states of empowerment, engagement and entitlement on value cocreation. Of these three states, psychological empowerment had the strongest effect. The predictive strength of entitlement for value cocreation is weaker for individuals with high knowledge of the community (KC). Practitioner interviews conducted with FHVC managers establish the states and set forth an emerging research agenda.

This study extends the cocreation literature to establish the holistic importance of psychological states as key antecedents of value cocreation for working consumers. It acknowledges agency motives and establishes KC as a moderating condition.

The explication of consumers’ psychological states has implications for the benchmarking and design of consumer portfolios.

This study advances the literature on cocreation by collectively examining three psychological states of consumers through the lens of working consumers paradigm and agency theory. It also establishes KC as an important boundary resource condition.

While extant service-centric research has largely focussed on managerial advantages, few studies have addressed how brand engagement emerges in the broader context of consumer lives. The purpose of this paper is to develop a novel intersubjective hermeneutic framework that bridges the socially constructed as well as the individualised meanings of brand engagement in the context of service research.

This conceptual paper adopts a theory-building approach based on recent developments in the service-centric marketing literature.

The authors offer a novel theoretical perspective that recognises the intersubjective and phenomenological nature of individual and collective consumer brand experiences, and show how such experiences emerge from socially constructed brand engagement practices using the co-constituting lens of value-in-use.

The proposed conceptual framework invites further empirical and contextual investigations of intersubjective brand engagement in both online and offline contexts.

The contribution of this framework is twofold. First, the authors draw on the intersubjective orientation and hermeneutic framework to provide conceptual clarity in relation to the nature of brand engagement practices, brand experiences, and value-in-use, and discuss their interrelationships. Second, the authors address the nature of meaning ascribed to engagement beyond customer-firm-brand relationships, and discuss why any given consumer’s experience of brand engagement reflects a complex dialectic between socially constructed and individualised brand meanings. In doing so, the integrative framework recognises the interplay between the intersubjective and phenomenological natures of consumer brand experiences, and offers insights as to how these experiences are framed by broader socially constructed engagement practices.

This paper aims to present a conceptual model that highlights the complexities associated with foreign banks wishing to operate with the Indonesian marketplace.

The paper is conceptual in nature and draws upon the marketing literature and theory to present a number of propositions.

The paper melds key international marketing constructs by positing that Indonesian consumers using foreign banks yield utilitarian, hedonistic and symbolic benefits. These underlying consumer outcomes are modeled into variables likely to impact purchase intentions.

This paper represents the first attempt to conceptualize the many challenges facing foreign banks operating within an Indonesian setting. As Indonesia has a diverse range of cultures and values systems the model highlights the considerations associated with operating in such a diverse country.

A number of important implications are presented for bank decision makers operating within Indonesia.

A conceptual model is presented and the paper suggests a future research agenda applicable to both the Indonesian and wider banking context.

In this second part of the report on Printed Circuit World Convention IV held at the Tokyo Prince Hotel, Tokyo, from 3–5 June 1987, a general synopsis of the content of the papers presented in the eighteen technical sessions will be given. As three sessions were run in parallel throughout the 2½‐day conference, and therefore not all presentations were heard by those reporting on the technical programme, a number of them have been briefly summarised from the Convention Proceedings.