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This chapter sheds light on the ‘country of origin’ concept. The author contends that this concept is composed of micro- and macro-components. He argues that the tourists’ hedonic and monetary gratifications are derived from the travel experiences. Therefore, the country-of-origin image (COI) can have an impact on the destination’s brand extension. In this light, this contribution examines the relationship among COI, overall brand equity and brand extension. The author implies that the hedonic and monetary values can have a moderating effect on the impact of COI and on destination brand extension.

This research aims to explore the impact of augmented reality (AR), the digital technology that superimposes virtual elements in a real environment, on consumers in the context of experiential marketing. Specifically, this study proposes a research model based on the stimulus-organism-response model, which considers AR media characteristics as external stimuli, consumers’ value perceptions as the organisms, and purchase intentions as the responses. The research model was tested with 248 consumers using structural equation modelling. The results show that informativeness, ease of use, and telepresence have positive effects on consumers’ utilitarian value perception and that telepresence and interactivity have positive effects on hedonic value perception. Overall, this study contributes to the growing body of knowledge on AR and provides actionable insights for managers implementing digital transformation strategies and AR applications in marketing practices.

This chapter focuses on how retailers can do the right thing and be successful at the same time, particularly in the light of technological innovation. Service dominant logic (SDL), with the notion of operant and operand resources as a means to connect the retailer to the customer, provides a framework for the chapter. Normative decision making is presented as a necessary ethical and practical mindset to solve problems, and we illustrate the relationship between normative decision making and value. Value becomes the ultimate outcome to the customer that will allow for sustainable retailing into the future. Utilitarian value and hedonic value are presented and elaborated upon to show how companies and consumers come together to transform resources into value through service. Sections are included showing how value delivery will evolve into the future and what mix of value will be necessary so that retailing can see continued success.

The “first generation” (Lammers, 1978, p. 486) of comparative analysis of organizations in sociology (e.g., Blau, 1965; Stinchcombe, 1959) focused on the “nuts and bolts” of organizational structure as the key criterion with which to derive organizational typologies (Perrow, 1967; Pugh, Hickson, & Hinings, 1969). This initial cohort of analysts saw the intrinsic features – or “organizational attributes” (Blau, 1965, p. 326) – constitutive of the “technical core” of the organization, such as features related to the organization of the production process (Perrow, 1967) or the structure of allocation of discretion and authority (e.g., Etzioni, 1961), as the royal road to the development of a cogent approach to comparative analysis of organizations.

Purpose – Service-dominant logic (S-D logic) has conceptualized value as value-in-context where context is defined as a “set of unique actors with unique reciprocal links among them” (Chandler & Vargo, 2011, p. 40). The chapter proposes a means of measuring value-in-context as experienced by an actor while integrating resources, called the ValConRIA model (value-in-context of resource integrating activities).Design/methodology/approach – Value emerges from experiencing interactions in a service-for-service exchange. The actor perceives value as emerging with his activities and hence experiences the emerging value as connected to either his activities or the items supporting his activities or the people he is interacting with. We call these realms of experience the I (–Me) realm, the I–It and It–I realm, and the I–You and You–I realm, composing five dimensions. An exploratory principal component analysis supports this structure. The measurement process has been tested for reliability and validity and applied to different activities: using a laptop, using cigarettes (=smoking), using a smartphone, and using Facebook.Findings – According to where the actor mostly experiences the value emergence, five dimensions of value-in-context have been identified using principal component analysis. The measurement scale shows high construct reliability and discriminant validity.Implications – Being able to measure value-in-context as proposed by S-D logic brings S-D logic into practice. Practitioners can use the measurement process to identify value their customers co-create. The proposed means of measuring value-in-context does not measure the value of things but instead values as it emerges from an actor’s activities, exchanging service for service.Value/originality – To our knowledge this chapter is the first to propose a means of measuring value-in-context, which is based on S-D logic.

Literature reveals that a positive store environment is likely to be a driver to enhance buying experiences and stimulate customers purchase decision. This study further investigates the perception of restaurant environment. A field survey is conducted in the Chiayi City, Taiwan by collecting 398 usable samples. The questionnaire is based on past studies of store environment attributes, therefore, considers ambient, design, and social factors. The study finds that a high correlation exists between ambient factor and design factor. It suggests that they could be viewed as a conjunctive dimension. Furthermore, one result indicates that primary and secondary emotions create different levels of impact on planned behaviors.