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Co-destruction of value has been highlighted as a possible outcome of every interaction between firms and consumers. Despite the likelihood of its occurrence, the concept is not adequately defined or understood, while little is known about how and where it occurs. This paper reviews the...
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The goal of this article was to explore internal stakeholders' emotional attachment and corporate brand perceptions … stakeholder's corporate brand perceptions. The research results showed that there is a positive nexus between corporate stories … for branding with emotional attachment and internal stakeholders' corporate brand perceptions. Recommendations include …
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