customer value co-creation behavior significantly promotes brand trust. Finally, findings indicate that brand trust and the … value co-creation behavior, resulting in increased brand trust. Additionally, it unveils how brand trust and the perception … an integrative model to investigate how argument quality and source credibility of CSR communication affects customer …

to a higher level of customer value co-creation behavior. Design/methodology/approach – Responses to the questionnaire …. The purpose of this paper is to build the understanding of how HR flexibility contributes to customer value co-creation … companies in Vietnam context. Findings – Research findings confirmed the path from HR flexibility to customer value co-creation …