Purpose-1).Prior studies on brand relationships tend to overlook the mediator(s) between the relationships between brand experience and brand loyalty. Hence, the main purpose of this paper is to examine these mediating roles of brand love and brand trust on the brand experience and brand loyalty relationships. 2).While the literature does not examine the distinct dimensions of brand experience and brand loyalty, this study fills up this gap and examines their detailed dimensions and effects on brand loyalty. Methodology-A total of 237 valid questionnaires on mobile phone brands were collected from respondents aged between 18 and 30, and analyzed using the partial least squares (PLS) method. Findings-1).Sensory experience is the major driver of brand love. 2).Sensory experience mainly drives customers' brand trust, while intellectual experience has no effects on brand trust. 3).Brand love is the main mechanism in developing customers' behavioral loyalty, so does brand trust in shaping their attitudinal loyalty. 4).Brand love and brand trust have the mediating effects on the relationships between brand experience and brand loyalty. Originality/Value-1).It demonstrates two mediating roles of brand love and brand trust in the brand experience and brand loyalty relationships, and thus deepens the understanding of the processes in shaping customers' brand loyalty. 2).It departs from the prior works and examines the distinct dimensions of brand experience and brand loyalty, and thus presents a more detailed examination on these two constructs and their effects, than prior studies. 3).It demonstrates the validities of the brand resonance model, the C-A-B and A-C-B models, key mediating variable (KMV) model, particularly in mobile phone industry.

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PurposeWhile literature discussed value cocreation, most still has its focus from customer perspective, this study fills up this gap by focusing on supplier perspective. Second, prior works discussed the outcomes of cocreation; however, the process mechanisms are still under-explored, this study thus aims to explore these process mechanisms that drive value co-creation in the agro-food industry.Design/methodology/approachCase study is used as the method; specifically, six in-depth interviews on an agro-food company and its suppliers (i.e. farmers) are conducted, and data are analyzed using the grounded theory approach.Findings(1). Agro-food company and its rice suppliers invest different resource types and resource density, and the agro-food company is a main actor, i.e. resource investor and integrator; (2). While motivations of the agro-food company and farmers are different, they are mutually fit in the sustainability value; (3). Both parties share similar process mechanisms, i.e. co-production, senses of identification and trust, mutual interaction and information sharing and (4). Both parties thus have similar consequences, i.e. sustainability, codevelopment.Originality/valueThis study (1) proposes an innovative model of what and how values are cocreated, particularly in the agro-food industry; (2). uses three theories, i.e. input–process–output (I–P–O) model (McGrath and Kelly, 1986), service-dominant logic (SD-L) (Vargo and Lusch, 2004), cocreation design framework (Frow et al., 2015), to understand this phenomenon and thus demonstrates and enriches these three theories, particularly applied in the agro-food contexts; (3).offfers practical suggestions to agro-food firms and social enterprises, particularly those having food safety and environment issues.