Purpose: This research attempts to examine the relationships between online experiential value co-creation, customer brand engagement (CBE) and experiential quality, and their effects on brand performance in the tourism industry in Malaysia. The experiential value dimensions adopted are functional value, social value, emotional value, and epis-temic value in the online co-creation context. Brand performance is measured by the customer-based brand perfor-mance model consisting of brand trust and brand loyalty.
\nMethods: By adopting the quantitative method, a survey questionnaire was used to gather the responses from 505 customers who have used travel-related social media networking websites, and experienced services from branded travel companies in Malaysia. Structural Equation Modeling (SEM) is used to analyse the data.
\nResults: The findings conclude that functional value and social value have positive influence on CBE. Emotional val-ue and epistemic value have no influence on CBE. CBE has positive influence on experiential quality. Finally, expe-riential quality positively influences brand trust and brand loyalty respectively.
\nImplications: Theory of Consumption Value (TCV) is applied to extend an integrative framework of online experien-tial value co-creation (consumption values) aimed to enhance CBE and experiential quality (consumer consumption behaviour) and brand performance (consumer consumption behavioural outcomes) in the tourism industry.
\n", "lang": { "id": "eng", "title": { "en": "English" } }, "type": { "id": "abstract", "title": { "de": "Abstract", "en": "Abstract" } } } ], "copyright": "Copyright (C) 2026 Authors", "creators": [ { "person_or_org": { "family_name": "Song Bee", "given_name": "Lian", "identifiers": [ { "identifier": "0000-0001-7480-6224", "scheme": "orcid" } ], "name": "Song Bee, Lian", "type": "personal" }, "role": { "id": "contactperson", "title": { "de": "Kontaktperson", "en": "Contact person" } } }, { "person_or_org": { "family_name": "Ho Ree", "given_name": "Chan", "identifiers": [ { "identifier": "0000-0002-5967-1007", "scheme": "orcid" } ], "name": "Ho Ree, Chan", "type": "personal" } }, { "person_or_org": { "family_name": "Kanesh", "given_name": "Gopal", "identifiers": [ { "identifier": "0000-0003-1218-142X", "scheme": "orcid" } ], "name": "Kanesh, Gopal", "type": "personal" } }, { "person_or_org": { "family_name": "Tee Poh", "given_name": "Kiong", "identifiers": [ { "identifier": "0000-0002-1874-7714", "scheme": "orcid" } ], "name": "Tee Poh, Kiong", "type": "personal" } }, { "person_or_org": { "family_name": "Wong Ling", "given_name": "Chai", "identifiers": [ { "identifier": "0000-0001-6753-6115", "scheme": "orcid" } ], "name": "Wong Ling, Chai", "type": "personal" } } ], "description": "
Submitted: November 2025 \u25aa 1st Revision Submitted: January 2026 \u25aa 2nd Revision Submitted: March 2026 \u25aa Accepted: May 2026 \u25aa Refereed Anonymously
\nJEL Classification: M31, M1, L83
\nAuthor Contributions: Conceptualization, S.B.L.; methodology, S.B.L. and W.L.C.; software, S.B.L.; validation, T.P.K.; formal analysis, S.B.L.; investigation, S.B.L., H.R.C. and K.G.; resources, S.B.L. and H.R.C.; data curation, S.B.L. and T.P.K.; writing—original draft preparation, S.B.L., H.R.C. and K.G.; writing—review and editing, S.B.L., T.P.K. and W.L.C.; visualization, S.B.L. and H.R.C.; project administration, S.B.L. and K.G. All authors have read and agreed to the published version of the manuscript.
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