Value conversion in co-branded beverage consumption: customer citizenship behavior and the boundary role of scarcity

Purpose This study examines the pathways linking symbolic, epistemic, and emotional consumption values with customer citizenship behavior in co-branded beverage consumption, and how scarcity conditions these relationships. Design/methodology/approach An explanatory sequential mixed-methods design was adopted. Study 1 analyzed survey data from 573 Chinese consumers with co-branded beverage purchase experience using partial least squares structural equation modeling. Study 2 used semi-structured interviews with 22 experienced consumers to contextualize the quantitative findings. Findings The results identified three significant indirect relationships with customer citizenship behavior: symbolic value through conspicuous consumption, epistemic value through co-creation, and emotional value through co-brand love. The emotional-attachment route showed the strongest indirect effect. Scarcity operated as a selective boundary condition: it negatively moderated the symbolic value–conspicuous consumption relationship, did not significantly moderate the epistemic value–co-creation relationship, and negatively moderated the emotional value–co-brand love relationship, with a small-to-medium interaction effect. Qualitative insights further suggest that scarcity may shift from meaningful exclusivity to purchase friction and emotional disruption. Practical implications Brands should design co-branded beverage campaigns that create symbolic visibility, participatory novelty, and emotional attachment, while managing scarcity to avoid stockouts, unclear rules, and consumer frustration. Originality/value This study extends consumption value theory by identifying pathway-specific value-conversion mechanisms in co-branded beverage consumption and refines scarcity research by showing its selective boundary role.