Co-creation Processes and Engagement: an Empirical Approach
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چکیده
Purpose: To explore the role of co-creation of value processes in consumer purchase behavior especially focusing on engagement generation. Taking as the starting point the Service-Dominant Logic propositions on value, a conceptual framework is proposed, positing coproduction and interaction as key drivers in order to understand customer perceived value co-creation and the subsequent engagement perception.
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تاریخ انتشار 2011