The Role of Relational Benefits, Customer-Retailer Identification, and Advocacy in the Co-Creation of Value


  • Kevin G. Celuch University of Southern Indiana
  • Anna M. Walz Grand Valley State University


Relational Benefits, Identifications, customer advocacy, value co-creation


Advocacy is recognized as an important form of customer extra-role behavior that provides significant communication value to firms through intense customer-to-customer promotion and defense of the product and/or service. This research addresses questions raised in the literature as to what value-in-social-context “looks like” and deepens theory in the area as to how relational benefit and identity processes are implicated in value co-creation for a B2C retail context. Specifically, we examine moderated and mediated relationships among perceived retailer communication, relational benefits, and whether the customer identifies with the retailer in understanding advocacy. The framework was tested and supported and had relatively strong explanatory power with significant effects for this service context while also accounting for the effects of satisfaction and commitment constructs. Model relationships reveal insights for future marketing practice and scholarship.

Author Biography

Kevin G. Celuch, University of Southern Indiana

Economics and Marketing Department
Blair Chair of Business Science and Professor of Marketing
Editorial Board, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior


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