Profile

I am a PhD student from the Marketing Department of Lancaster University Management School, my research focuses on theoretical application mechanisms and extension of value co-creation and service-dominant logic (SDL). My doctoral research aims to explore the value co-creation process by examining related consumer insights and behaviour including value co-creation behaviour, consumer self-efficacy, perceived expertise and brand psychological ownership, under the various contexts of the fashion industry such as generative artificial intelligence (GenAI) co-design. I investigate the role of emerging value co-creation strategies in bridging the bond between consumer and fashion brands by understanding the co-design mechanism and integrating theories with potential links into value co-creation knowledge structure. My research project primarily uses quantitative methods such as regression-based approaches and structural equation modelling (SEM).