effects of brand post‐characteristics on student's responses and behaviors. A dataset obtained from a survey of 755 students … cognitive and affective responses, thus encouraging students to co-create value for a university brand. Moreover, our study also … information but also allow students to contribute their own resources to co-create brand value. Thus, the study findings can help …

anonymous community on the brand relationship outcomes. Quantitative data were collected from 480 university students in Ho Chi … involvement has significant impact on satisfaction and image. The research explores the effect of anonymous online communities on …