Search results for "Brand co-creation behavior"

Search results for "Brand co-creation behavior" | Journal of Trade Science

Keyword: Brand co-creation behavior

Open Access Article

Promoting university brand through student co-creation behaviors: the role of online brand posts

Vo, Thanh-Thu , Le, Quynh Hoa , Duong, Linh N.K.

DOI: 10.1108/jts-11-2023-0026

Abstract
PurposeThis study investigates the role of social media brand posts on customer response and whether said impacts foster engagement in brand co-creation behaviors, especially in the higher education sector. The study fur... Read more