... 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. Brand value co...

...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...

... of customer data within the CRM framework. New directions for customer data are introduced that have major implications both theoretically and practically. © Emerald Group Publishing Limited 2013 Customer data Customer relationship management Service logic Service-dominant logic Since...