Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions

Volume: 27, Issue: 4, Pages: 466 - 480
Published: Apr 2, 2020
Abstract
As value co-creation continues to gain traction as one of the most influential concepts in contemporary marketing, it is worthwhile to explore the role of the customer in the realisation of value. This paper considers that customer participation in a range of active customer behaviours, including development, feedback, advocacy and helping, can co-create customer perceptions of brand value. In particular, the research examines the interplay...
Paper Details
Title
Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions
Published Date
Apr 2, 2020
Volume
27
Issue
4
Pages
466 - 480
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