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Keywords: Brand value co-creation
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Journal Articles
Journal:
Journal of Knowledge Management
Journal of Knowledge Management (2026) 30 (5): 1605–1625.
Published: 25 December 2025
...-use rights only Knowledge sharing Fuzzy set theory Knowledge fields Brand value co-creation Second-order cybernetics Over recent decades, marketing has shifted from goods-centric assumptions to service-dominant logic (SDL), where value is realised in multi-actor interactions (Vargo...
