Vo Thanh Thu; Le Quynh Hoa; Linh Nguyen Khanh Duong - In: Journal of Trade Science 12 (2024) 1, pp. 60-79
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 …
