Chapter 1 Introduction 1.1 Introduction 1.2 Background to the Research 1.3 Terminology Used in the Book 1.4 Research Gap, Aims and Objectives 1.5 Structure of the Book Chapter 2 Theoretical Domains 2.1 Introduction 2.2 Consumer Behaviour Theory Approaches and Models 2.3 Consumer Culture Theory (CCT) 2.4 Conclusion Chapter 3 Value Creation in Consumer Market 3.1 Introduction 3.2 The Goods Dominant and Service Dominant Logics 3.3 Value Co-creation Through Experience 3.4 Customer Value Co-creation Behaviours 3.5 Customer Engagement and Its Theoretical Foundation 3.6 Conclusion Chapter 4 Conceptual Framework 4.1 Introduction 4.2 Conceptual Framework 1-Value Creation 4.3 Conceptual Framework 2-Hypothesis Development 4.4 Conclusion Chapter 5 Research Methodology 5.1 Introduction 5.2 Research Philosophy 5.3 Qualitative Phase 5.4 Quantitative Phase 5.5 Data Preparation for Analysis 5.6 Ethical Consideration 5.7 Conclusion Chapter 6 Data Analysis 6.1 Introduction 6.2 Demographics Characteristics 6.3 Reliability and Validity Analysis 6.4 Mean Scores for Factors after CFA 6.5 The Relationships Between the Respondents' Demographics and Constructs 6.6 Hypotheses Testing-�CStructural Equation Modelling (SEM) 6.7 Results of Hypotheses Chapter 7 Discussion and Implication 7.1 Introduction 7.2 Summay of Key Findings 7.3 Achieving the Objectives 7.4 Contribution of the Book 7.5 Limitations and Directions for Future Research Bibliography Appendixes