How valuable are your customers in the brand value co-creation process? : the development of a Customer Co-Creation Value (CCCV) scale
Year of publication: |
January 2018
|
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Authors: | Merz, Michael A. ; Zarantonello, Lia ; Grappi, Silvia |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 82.2018, p. 79-89
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Subject: | Brand value | Co-creation | Scale development | CCCV | Partial least squares structural equation modeling (PLS-SEM) | Kundenintegration | Customer integration | Markenführung | Brand management | Betriebliche Wertschöpfung | Value creation | Strukturgleichungsmodell | Structural equation model | Beziehungsmarketing | Relationship marketing | Partielle kleinste Quadrate | Partial least squares | Markenartikel | Brand | Kundenwert | Customer value |
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