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Keywords: Value cocreation
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2021) 33 (7): 1630–1647.
Published: 31 December 2020
...Longshan Chen; Leping Yuan; Zhangxiang Zhu Purpose This paper aims to examine the motivation for consumer participation in value cocreation and its impact on value cocreation behavior within cultural and creative virtual brand communities. Design/methodology/approach Through an in-depth...
