A value co-creation model in brand tribes: the effect of luxury cruise consumers' power perception

Given that power is often considered a psychological construct, it is important to examine whether and how group processes related to brand tribalism promote consumer power, and investigate the effects of power on consumers' value-co-creation behaviors in the luxury cruise industry. To test a conceptual model that explores these complementary phenomena, structural equation modeling analyses are performed with data gleaned from luxury cruise passengers. Analysis results found that brand tribalism positively affects the formation of perceived power among luxury cruise passengers. In addition, luxury cruise passengers' engagement in activities that co-create value is largely dependent on their power perception. This study contributes to the theoretical development of luxury consumer behavior research, and managerial implications are also discussed based on the findings.