Keywords: Brand virtual community
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Journal Articles
Industrial Management & Data Systems (2021) 121 (5): 1045–1062.
Published: 17 March 2021
...Yongqiang Sun; Cailian Zhao; Xiao-Liang Shen Purpose Customers' continuous value creation (e.g. voice) is an important research issue for the success of brand virtual community (BVC) and new product development, while it is rarely studied from a firm perspective. The purpose of the present study...

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