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Direct linkLong Hoang Le; Son Cong Bui; Giang Huong Duong; Yung-Chi Chang – Journal of Marketing for Higher Education, 2024
There is scarce research classifying and investigating the relationship between B2C and C2C value co-creation. Based on the value co-creation theory and literature on brand awareness, this study developed a research framework to demonstrate the relationships between B2C and C2C value co-creation constructs, with the mediation of brand awareness. A…
Descriptors: Marketing, Reputation, Higher Education, Universities
