Vo Thanh Thu; Le Quynh Hoa; Linh Nguyen Khanh Duong - In: Journal of Trade Science 12 (2024) 1, pp. 60-79
foster engagement in brand co-creation behaviors, especially in the higher education sector. The study further explores the … moderating role of a university's reputation in strengthening the effects on student response and co-creation behaviors. Design …' responses and co-creation behavior. Originality/value - Online brand posts not only enable institutions to exchange brand …