Understanding the relationships between B2C and C2C value co-creation in the universities: the mediating role of brand awareness-Reference-Cited by-同舟云学术

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Understanding the relationships between B2C and C2C value co-creation in the universities: the mediating role of brand awareness

Published:2021-12-02 Issue: Volume: Page:1-21
ISSN:0884-1241
Container-title:Journal of Marketing for Higher Education
language:en
Short-container-title:Journal of Marketing for Higher Education

Author:

Le Long Hoang¹^ORCID,Bui Son Cong²^ORCID,Duong Giang Huong³,Chang Yung-Chi²

Affiliation:

1. International Economics Faculty, Banking University, Ho Chi Minh City, Vietnam

2. College of Business, Southern Taiwan University of Science and Technology, Tainan, Taiwan

3. Faculty of Business Administration, Ho Chi Minh City Open University, Ho Chi Minh City, Vietnam

Publisher

Informa UK Limited

Subject

Marketing,Education

Link

https://www.tandfonline.com/doi/pdf/10.1080/08841241.2021.2006852

Reference84 articles.

1. Value co-creation in knowledge intensive business services: A dyadic perspective on the joint problem solving process

2. eWOM, eReferral and gender in the virtual community

3. The theory of planned behavior

4. Ajzen, I. & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour.

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