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Keywords: Customer brand co-creation
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2022) 40 (8): 1038–1053.
Published: 11 July 2022
...Quynh Hoa Le; Luc Phan Tan; Thu Hang Hoang Purpose This study aims to map existing literature on customer brand co-creation (CBC) in the context of social media and highlight multiple avenues for future research. Design/methodology/approach A systematic literature review (SLR) was used...
