Building brand value co-creation in online transportation services: A serial mediation approach

This study aims to examine the impact of customer ethical perception on brand value co-creation in online transportation services through the role of serial mediation of customer-brand identification, overall satisfaction and transportation application commitment. This research was conducted on 300 generations Y and Z online transportation services users in the Province of Bali, Indonesia. Partial least square-structural equation modeling (PLS-SEM) was used for analysis purposes. It was found that customer ethical perception does not directly affect brand value cocreation. On the other hand, satisfaction mediates the influence of customer ethical perception on brand value co-creation. We then found that customer-brand identification and transportation application commitment mediate the influence of customer ethical perception on brand value cocreation serially. This study is the first to examine the role of serial mediation by using three variables namely customer-brand identification, satisfaction and transportation application commitment on the effect of customer ethical perception on brand value co-creation.