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Showing 1 to 1 of 1 for “"Value co-creation process, expertise heterogeneity, brand community"”.
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Brand Community: Expertise heterogeneity and behavioural intentions
… dissertation is to demonstrate how individual consumers are able to interact among themselves inside the collective virtual community of consumption in order to co-create value. By using the concepts of resources from the Service Dominant Logic of Marketing, heterogeneity from Organizational …