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Keywords: Intention to co-create value
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Journal Articles
Journal of Product & Brand Management (2022) 31 (2): 189–205.
Published: 15 June 2021
... the role of brand love in predicting consumers’ intention to co-create value and willingness to pay a premium price for the brand, for brands followed on social media. Design/methodology/approach Data from a study of 332 followers of brands on social media were analysed using structural equation...
