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Keywords: Value co-creation practices
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Journal Articles
Journal of Research in Interactive Marketing (2025) 19 (2): 201–220.
Published: 02 May 2024
...Zhengpei Wang; Xue Yang Purpose The development of online brand communities employed by marketers to maintain consumer relationships and brand building is increasing. This study aims to explore how value co-creation practices can cultivate consumers' brand loyalty. Design/methodology/approach...
