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• W2897219920 abstract "Purpose: The willingness of consumers to engage in co-creation activities is affected by multiple factors, including intrinsic motivation, firm-level factors, and expected outcomes of the participation in co-creation process. However, the final decision of customer engagement in co-creation is determined by the level of brand attachment and love experienced by customers, product category, and the type of needs satisfied with the object of co-creation. The current research proposes a holistic view of the abovementioned factors and variables by exploring their relationships and mutual influence." @default.
• W2897219920 created "2018-10-26" @default.
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• W2897219920 date "2018-09-15" @default.
• W2897219920 modified "2023-09-26" @default.
• W2897219920 title "Customer Disposition to Value Co-Creation Activities. The Case of the Clothing Industry" @default.
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• W2897219920 doi "https://doi.org/10.7206/jmba.ce.2450-7814.234" @default.
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