Value co-creation in branding: A systematic review from a tourism perspectiveEuropean Journal of Tourism Research - Tập 32 - Trang 3203 - 2022
Hong Long Pham , Trang Pham, Tam Thanh Nguyen
Although the concept of value co-creation has been predominant in the marketing discipline, there remains surprisingly little research on value co-creation in branding. This paper aims to provide a systematic literature review to demonstrate how the value co-creation literature for branding and tourism destinations has evolved. A three-phase methodology was adopted to critically analyse 74 article...... hiện toàn bộ
#Value co-creation #brand value co-creation #branding #service-dominant logics #tourism destination branding