Table 1 Co-creation value scale

Information seeking

CV1

I asked others for information on what the company/brand sold

CV2

I searched for information on where to get products/services of the company/brand

CV3

I paid attention to how others use the products/services in the company/brand

Information sharing

CV4

I clearly explained to the company/brand what I wanted to do

CV5

I gave the company/brand proper information

CV6

I provided necessary information so that the company/brand could perform its duties

CV7

I answered all of the company/brand’s product/service-related questions

Responsible behaviour

CV8

I performed all of the tasks that the company/brand required of me during the co-creation process

CV9

I adequately completed all of the expected behaviours when I participated in the co-creation with the company/brand

CV10

I fulfilled responsibilities to the company/brand when I co-created

CV11

I followed the company/brand’s directives or orders when I participated

Personal interaction

CV12

I was friendly to the company/brand or the person who attended to me when I participated in the co-creation

CV13

I was kind to the company/brand or the person who helped me during participation

CV14

I was courteous to the company/brand or the person who helped me during participation

CV15

I was polite to the company/brand or the person who helped me during participation

CV16

I didn’t act rudely with the company/brand or the person who helped me during participation

Feedback

CV17

If I had a useful idea on how to improve a product/service, I let the company/brand know

CV18

If I received a good product/service from the company/brand, I commented on it

CV19

If I experienced a problem, I let the company/brand know about it

Advocacy

After my interaction with the company/brand …,

CV20

I said positive things about the company/brand and its product/service to others

CV21

I recommended the company/brand to others

CV22

I encouraged friends and relatives to participate with the company/brand

Helping

CV23

I assisted other consumers if they needed my help on issues related to the company/brand

CV24

I helped other consumers if they seemed to have problems in aspects related to the company/brand

CV25

I taught other consumers to correctly use the product/service offered by the company/brand

CV26

I gave advice to other consumers on issues related to the company/brand

Tolerance

In the case that you finally bought the product after your co-creation experience …,

CV27

If the product/service was not delivered as expected, I would be willing to put up with it

CV28

If the company/brand made a mistake during product/service delivery, I would be willing to be patient

CV29

If I had to wait longer than normally expected to receive the product/service from the company/brand, I would be willing to adapt