... African region. Originality/value While numerous studies have spotlighted the service-dominant logic in brand value co-creation, this research systematically evaluates the interactions and relationships between primary stakeholders, highlighting modern business-to-business models. Maria Petrescu...

...Muhammad Haroon Shoukat; Islam Elgammal; Mukaram Ali Khan; Kareem M. Selem Purpose Underpinning social identity theory (SIT) and service-dominant logic (SDL), the current paper seeks to explore the effect of self-presentation on online brand advocacy (OBA). Furthermore, this paper investigates...

... management Service logic Service-dominant logic © Emerald Group Publishing Limited 2013 As a separate research and business area, CRM started to gain attention among scholars and practitioners in the early 1990s. As a result of the explosion of customer data, firms faced enormous...