| dc.contributor.author | Mosquera Carrascal, Adriana | |
| dc.contributor.author | Jurado-Zambrano, Diego Armando | |
| dc.contributor.author | Espinal Marulanda, John Jairo | |
| dc.coverage.spatial | Colombia | en_US |
| dc.date.accessioned | 2025-04-30T15:05:19Z | |
| dc.date.available | 2025-04-30T15:05:19Z | |
| dc.date.issued | 2023 | |
| dc.identifier.issn | 1900-5016 | en_US |
| dc.identifier.uri | https://repositorioinstitucional.ufpso.edu.co/xmlui/handle/20.500.14167/5207 | |
| dc.description.abstract | La co-creación de valor en el marketing es un fenómeno que ha sido estudiado por la comunidad científica, sin embargo, se requiere una mayor profundización sobre la aplicabilidad de co-creación de valor en las organizaciones, es decir, sobre la pretensión, el objetivo, la intencionalidad de los investigadores al abordarla, por lo que el propósito del presente artículo es identificar las intencionalidades de la co-creación de valor en el marketing. Se hace una revisión sistemática de literatura, en el marco de la cual se analizaron 96 trabajos publicados en la base de datos Scopus. Como principales resultados se identificaron nueve intencionalidades de la co-creación de valor relacionadas con el marketing en las organizaciones: las características, la mediación de las TIC, las marcas, la innovación, el emprendimiento, las lógicas del servicio, las relaciones observadas, los estudios críticos y las intencionalidades diversas. Se concluye que es amplia la utilización de la co-creación de valor, sin embargo, se requiere mayor investigación crítica y empírica de la co-creación de valor en las lógicas desde las cuales se conciben. | en_US |
| dc.language.iso | spa | en_US |
| dc.relation | https://bibliotecadigital.udea.edu.co/bitstream/10495/37867/1/JuradoDiego_2023_Intencionalidades%20Co-Creaci%c3%b3nMarketing.pdf | en_US |
| dc.title | Intencionalidades de co-creación de valor en el marketing: una revisión sistemática de literatura | en_US |
| dc.title.translated | Value co-creation intentions in marketing: a systematic literature review | en_US |
| dc.contributor.cvlac | [0001389409] | en_US |
| dc.contributor.cvlac | [0001391830] | en_US |
| dc.contributor.cvlac | [0000089645] | en_US |
| dc.contributor.googlescholar | [uE8tFd4AAAAJ] | en_US |
| dc.contributor.googlescholar | [dsGEDlIAAAAJ] | en_US |
| dc.contributor.googlescholar | [Yt7gDQ4AAAAJ] | en_US |
| dc.contributor.orcid | [0000-0001-5993-1529] | en_US |
| dc.contributor.orcid | [0000-0001-6666-6444] | en_US |
| dc.contributor.orcid | [0000-0003-1388-7416] | en_US |
| dc.contributor.researchgate | [Adriana-Mosquera-Carrascal-2244322779] | en_US |
| dc.contributor.researchgate | [Diego-Zambrano-10] | en_US |
| dc.contributor.researchgate | [John-Espinal-Marulanda] | en_US |
| dc.contributor.scopus | [57221954452] | en_US |
| dc.contributor.scopus | [57878850500] | en_US |
| dc.description.abstractenglish | The co-creation of value in marketing is a phenomenon that has been studied by the scientific community, however, a greater depth is required on the applicability of co-creation of value in organizations, that is, on the claim, the objective, the intention of the researchers when addressing it, so the purpose of this article is to identify the intentions of the co-creation of value in marketing. A systematic review of the literature is used, within the framework of which 96 papers published in the Scopus database were analyzed. As main results, nine intentions of co-creation of value related to marketing in organizations were identified: characteristics, ICT mediation, brands, innovation, entrepreneurship, service logic, observed relationships, critical studies, and diverse intentions. It is concluded that the use of co-creation of value is extensive, however, more critical, and empirical research is required on co-creation of value in the logics from which they are conceived. | en_US |
| dc.subject.proposal | Aplicabilidad | en_US |
| dc.subject.proposal | Intencionalidad | en_US |
| dc.subject.proposal | Co-creación de valor en marketing | en_US |
| dc.subject.proposal | Organizaciones | en_US |
| dc.subject.proposal | Revisión de literatura | en_US |
| dc.subject.keywords | Applicability | en_US |
| dc.subject.keywords | Intentionality | en_US |
| dc.subject.keywords | Co-creation of value in marketing | en_US |
| dc.subject.keywords | Organizations | en_US |
| dc.subject.keywords | Literature review | en_US |
| dc.subject.lemb | valor en el marketing | en_US |
| dc.subject.lemb | revisión sistemática de literatura | en_US |
| dc.subject.lemb | Intencionalidades de co-creación | en_US |
| dc.publisher.faculty | Facultad ciencias administrativas y económicas | en_US |
| dc.type.redcol | http://purl.org/redcol/resource_type/ART | en_US |
| dc.relation.references | Abeza, G., Reilly, N. O., Finch, D., Séguin, B., Nadeau, J., Abeza, G., Reilly, N. O., Finch, D., Séguin, B., & Nadeau, J. (2020). The role of social media in the co-creation of value in relationship marketing: A multi-domain study. Journal of Strategic Marketing, 28(6), 472–493. https://doi.org/10.1080/0965254X.2018.1540496 | en_US |
| dc.relation.references | Aguinis, H., Ramani, R., & Alabduljader, N. (2020). Best-practice recommendations for producers, evaluators, and users of methodological literature reviews. Organizational Research Methods, 1–31. https://doi.org/10.1177/1094428120943281 | en_US |
| dc.relation.references | Aguinis, H., & Solarino, A. M. (2019). Transparency and replicability in qualitative research: The case of interviews with elite informants. Strategic Management Journal, 40(8), 1291–1315. https://doi.org/10.1002/smj.3015 | en_US |
| dc.relation.references | Aguinis, H., Villamor, I., Lazzarini, S., Vassolo, R., Amorós, J., & Allen, D. (2020). Conducting management research in Latin America: Why and what’s in it for you? Journal of Management, 20(190), 1–22. https://doi.org/10.1177/0149206320901581 | en_US |
| dc.relation.references | Akaka, M. A., & Vargo, S. L. (2015). Extending the context of service: From encounters to ecosystems. Journal of Services Marketing, 29(6–7), 453–462. https://doi.org/10.1108/JSM-03-2015-0126 | en_US |
| dc.relation.references | Alimamy, S., & Gnoth, J. (2022). I want it my way! The effect of perceptions of personalization through augmented reality and online shopping on customer intentions to co-create value. Computers in Human Behavior, 128, 107105. https://doi.org/10.1016/j.chb.2021.107105 | en_US |
| dc.relation.references | Arroyo, J. C. (2016). Co-creación y nuevos modelos de negocios en contextos emergentes. Invenio, 19(37), 47–55. https://dialnet.unirioja.es/servlet/articulo?codigo=5662205 | en_US |
| dc.relation.references | Bettencourt, L. A., Lusch, R. F., & Vargo, S. L. (2014). A service lens on value creation: Marketing’s role in achieving strategic advantage. California Management Review, 57(1), 44–66. https://doi.org/10.1525/cmr.2014.57.1.44 | en_US |
| dc.relation.references | Bonamigo, A., da Silva, A., da Silva, B., & Werner, S. (2022). Criteria for selecting actors for the value co-creation in startups. Journal of Business & Industrial Marketing. https://doi.org/10.1108/JBIM-02-2021-0083 | en_US |
| dc.relation.references | Bonamigo, A., Dettmann, B., Frech, C. G., & Werner, S. M. (2020). Facilitators and inhibitors of value co-creation in the industrial services environment. Journal of Service Theory and Practice, 30(6), 609–642. https://doi.org/10.1108/JSTP-03-2020-0061 | en_US |
| dc.relation.references | Bonin, S., Singh, W., Suresh, V., & Rashed, T. (2021). A priority action roadmap for women’s economic empowerment (PARWEE) amid COVID-19: A co-creation approach. https://doi.org/10.1108/IJGE-09-2020-0148 | en_US |
| dc.relation.references | Bordián, M., Gil-Saura, I., y Serić, M. (2022). ¿Cómo impulsa la Comunicación Integrada de Marketing la satisfacción del huésped?: Una propuesta a través del conocimiento ecológico y la co-creación de valor. Management Letters, 22(2), 70–70. https://doi.org/10.5295/cdg.201303jg | en_US |
| dc.relation.references | Bu, Y., Parkinson, J., & Thaichon, P. (2022). Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention. Journal of Retailing and Consumer Services, 66, 1–17. https://doi.org/10.1016/j.jretconser.2021.102904 | en_US |
| dc.relation.references | Budgen, D., & Brereton, P. (2006). Performing systematic literature reviews in software engineering. Proceedings International Conference on Software Engineering, 1051–1052. https://doi.org/10.1145/1134285.1134500 | en_US |
| dc.relation.references | Buhalis, D., & Foerste, M. (2015). SoCoMo marketing for travel and tourism: Empowering co-creation of value. Journal of Destination Marketing and Management, 4(3), 151–161. https://doi.org/10.1016/j.jdmm.2015.04.001 | en_US |
| dc.relation.references | Calero-Gimeno, R., & Gallarza-Granzio, M. G. (2015). Aplicabilidad del Service-Dominant Logic al ámbito del turismo: Caracterización del servicio para la co-creación de valor. Revista de Ciencias y Políticas de Salud, 4(29), 179–192. https://doi.org/10.11144/Javeriana.rgps4.29.asol | en_US |
| dc.relation.references | Casais, B., Fernandes, J., & Sarmento, M. (2020). Tourism innovation through relationship marketing and value co-creation: Study on peer-to-peer online platforms for sharing accommodation. Journal of Hospitality and Tourism Management, 42, 51–57. https://doi.org/10.1016/j.jhtm.2019.11.010 | en_US |
| dc.relation.references | Cearra, J., Saiz-Santos, M., & Barrutia, J. (2021). An Empiric Experience Implementing a Methodology to Improve the Entrepreneurial Support System: Creating Social Value Through Collaboration and Co-creation. Frontiers in Psychology. https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2021.728387/full | en_US |
| dc.relation.references | Cavazos, J. A. (2016). Co-creación y nuevos modelos de negocios en contextos emergentes. Invenio, 19(37), 47–55. https://editorial.invenio.unisabana.edu.co/index.php/invenio/article/view/5626205 | en_US |
| dc.relation.references | Chandra, Y., & Coviello, N. (2010). Broadening the concept of international entrepreneurship: “Consumers as International Entrepreneurs”. Journal of World Business, 45(3), 228–236. https://doi.org/10.1016/j.jwb.2009.09.006 | en_US |
| dc.relation.references | Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K. S., & Ting, H. (2021). Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong. Australasian Marketing Journal, 29(2), 118–131. https://doi.org/10.1016/j.ausmj.2020.03.002 | en_US |
| dc.relation.references | Cheung, M. L., Pires, G., Rosenberger, P. J., & De Oliveira, M. J. (2020). Driving consumer–brand engagement and co-creation by brand interactivity. Marketing Intelligence and Planning, 38(4), 523–541. https://doi.org/10.1108/MIP-12-2018-0587 | en_US |
| dc.relation.references | Cossío Silva, F. J., Revilla Camacho, M. A., & Vega Vázquez, M. (2013). Heterogeneity of customers of personal image services: A segmentation based on value co-creation. International Entrepreneurship and Management Journal, 9(4), 619–630. https://doi.org/10.1007/s11365-013-0266-3 | en_US |
| dc.relation.references | Cova, B., & Dalli, D. (2009). Working consumers: The next step in marketing theory? Marketing Theory, 9(3), 315–339. https://doi.org/10.1177/1470593109338144 | en_US |
| dc.relation.references | Cova, B., Dalli, D., & Zwick, D. (2011). Critical perspectives on consumers’ role as “producers”: Broadening the debate on value co-creation in marketing processes. Marketing Theory, 11(3), 231–241. https://doi.org/10.1177/1470593111408171 | en_US |
| dc.relation.references | Cova, B., & Pace, S. (2015). Brand volunteering: Value co-creation with unpaid consumers. Marketing Theory, 1–21. https://doi.org/10.1177/1470593115568919 | en_US |
| dc.relation.references | Cova, B., & Salle, R. (2008). Marketing solutions in accordance with the S-D logic: Co-creating value with customer network actors. Industrial Marketing Management, 37(3), 270–277. https://doi.org/10.1016/j.indmarman.2007.07.005 | en_US |
| dc.relation.references | Cova, B., & White, T. (2010). Counter-brand and alter-brand communities: The impact of Web 2.0 on tribal marketing approaches. Journal of Marketing Management, 26(3–4), 256–270. https://doi.org/10.1080/02672570903566276 | en_US |
| dc.relation.references | Cui, X., Xie, Q., Zhu, J., Shareef, M. A., Goraya, M. A. S., & Akram, M. S. (2022). Understanding the omnichannel consumer journey: The effect of online and offline channel interactivity on consumer value co-creation behavior. Journal of Retailing and Consumer Services, 65, 102689. https://doi.org/10.1016/j.jretconser.2021.102689 | en_US |
| dc.relation.references | Domegan, C., Collins, K., Stead, M., McHugh, P., & Hughes, T. (2013). Value co-creation in social marketing: Functional or fanciful? Journal of Social Marketing, 3(3), 239–256. https://doi.org/10.1108/JSOCM-01-2013-0002 | en_US |
| dc.relation.references | Dube, A., & Helkkula, A. (2015). Service experiences beyond the direct use: Indirect customer use experiences of smartphone apps. International Journal of Service Management, 26(2), 224–248. https://doi.org/10.1108/JOSM-11-2014-0308 | en_US |
| dc.relation.references | Edvardsson, B., & Enquist, B. (2011). The service excellence and innovation model: Lessons from IKEA and other service frontiers. Total Quality Management and Business Excellence, 22(5), 535–551. https://doi.org/10.1080/14783363.2011.568742 | en_US |
| dc.relation.references | Fadhiliah, M., & Andriyansah. (2017). Conceptualizing value: A Service-ecosystem view. Journal of Creating Value, 3(2), 117–124. https://doi.org/10.1177/2394964317723861 | en_US |
| dc.relation.references | Fiaz, M., Ikram, A., Basma, A., Tariq, Z., Jarif, S. K. A., & Khurram, W. (2019). Role of social media marketing activities in creating brand image and brand trust and its impact on customer value co-creation: Evidence from Pakistani consumers. Journal on Information and Communication Technologies, 135–141. https://doi.org/10.1108/JICT-07-2018-0049 | en_US |
| dc.relation.references | Figueiredo, J., Cardoso, A., Pochinho, M., Rodrigues, P., & Oliveira, J. (2019). Web-marketing triggering entrepreneurial behavior. International Journal of Entrepreneurship, 23(3), 46–75. https://www.semanticscholar.org/paper/Web-Marketing-Triggering-Entrepreneurial-Behaviour-Figueiredo-Cardoso/cefaa9d4e745fd61933d4b992a0904f6ba2e93d9 | en_US |
| dc.relation.references | FitzPatrick, M., Varey, R. J., Grönroos, C., & Davey, J. (2015). Relationality in the service logic of value creation. Journal of Services Marketing, 29(6–7), 463–471. https://doi.org/10.1108/JSM-01-2015-0038 | en_US |
| dc.relation.references | Frempong, J., Chai, J., & Ampaw, E. M. (2018). Effects of waste management customer online value co-creation on sanitation attitude and advocacy: A customer-enterprise dyadic perspective. Sustainability, 10(7). https://doi.org/10.3390/su10072557 | en_US |
| dc.relation.references | Frempong, J., Chai, J., Ampaw, E. M., Amofah, D. O., & Ansong, K. W. (2020). The relationship among customer operant resources, online value co-creation and electronic word-of-mouth in solid waste management scheme. Journal of Cleaner Production, 248. https://doi.org/10.1016/j.jclepro.2019.119228 | en_US |
| dc.relation.references | Gallarza, M. G., & Gil Saura, I. (2020). Consumer value in tourism: A perspective article. Tourism Review, 75(1), 41–47. https://doi.org/10.1108/TR-06-2019-0227 | en_US |
| dc.relation.references | Gallarza, M. G., Sánchez-Fernández, R., Arteaga-Moreno, F., & Del Chiappa, G. (2021). Active and reactive value dimensions: A dynamic-based perspective in the hotel sector. Journal of Hospitality and Tourism Research, 20(0), 1–38. https://doi.org/10.1177/1096348020988313 | en_US |
| dc.relation.references | Gazca, A., Mejía, E., & Herrera, J. (2022). Análisis del marketing digital versus marketing tradicional. Un estudio de caso en empresa tecnológica marketing. Cuadernos Latinoamericanos de Administración, 18(35), 1–11. https://doi.org/10.18270/cuader.v18i35.3773 | en_US |
| dc.relation.references | Gibbert, M., & Ruigrok, W. (2010). The “What” and “How” of case study rigor: Three strategies based on published work. Organizational Research Methods, 13(4), 710–737. https://doi.org/10.1177/1094428109351319 | en_US |
| dc.relation.references | Gioia, D. (2021). A systematic methodology for doing qualitative research. The Journal of Applied Behavioral Science, 57(1), 20–29. https://doi.org/10.1177/0021886320982715 | en_US |
| dc.relation.references | González, M. (2020). Ampliación del horizonte en la difusión de Cuadernos Latinoamericanos de Administración. Cuadernos Latinoamericanos de Administración, 16(30), 9–10. https://doi.org/10.18270/cuader.v16i30.3044 | en_US |
| dc.relation.references | Grönroos, C. (2011). Value co-creation in service logic: A critical analysis. Marketing Theory, 11(3), 279–301. https://doi.org/10.1177/1470593111408177 | en_US |
| dc.relation.references | Grönroos, C. (2012). Conceptualising value co-creation: A journey to the 1970s and back to the future. Journal of Marketing Management, 28(13–14), 1520–1534. https://doi.org/10.1080/0267257X.2012.736537 | en_US |
| dc.relation.references | Grönroos, C. (2017). On value and value creation in service: A management perspective. Journal of Creating Value, 3(2), 125–141. https://doi.org/10.1177/2394964317727916 | en_US |
| dc.relation.references | Grönroos, C., & Gummerus, J. (2014). The service revolution and its marketing implications: Service logic vs service-dominant logic. Managing Service Quality, 24(3), 206–229. https://doi.org/10.1108/MSQ-03-2014-0042 | en_US |
| dc.relation.references | Grönroos, C., & Ravald, A. (2011). Service as business logic: Implications for value creation and marketing. Journal of Service Management, 22(1), 5–22. https://doi.org/10.1108/09564231111106893 | en_US |
| dc.relation.references | Grönroos, C., & Voima, P. (2013). Critical service logic: Making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41(2), 133–150. https://doi.org/10.1007/s11747-012-0308-3 | en_US |
| dc.relation.references | Hansen, A. V. (2020). Value co-creation in service marketing: A critical review. International Journal of Innovation Studies, 4(3), 73–83. https://doi.org/10.1016/j.ijis.2019.12.001 | en_US |
| dc.relation.references | Hernández, R., Fernández, C., & Baptista, P. (2014). Metodología de la investigación. McGraw-Hill. https://dialnet.unirioja.es/servlet/libro?codigo=775008 | en_US |
| dc.relation.references | Hughes, T., & Vafeas, M. (2021). Happiness and co-creation of value: Playing the blues. Marketing Theory, 21(4), 517–535. https://doi.org/10.1177/1470593121995243 | en_US |
| dc.relation.references | Hughes, T., & Vafeas, M. (2009). Marketing agency/client service-for-service provision in an age of value transformation. Journal of Business-to-Business Marketing, 26(4), 265–280. https://doi.org/10.1080/10517120903000359 | en_US |
| dc.relation.references | Hughes, T., Vafeas, M., & Hilton, T. (2018). Resources integration for co-creation between marketing agencies and clients. European Journal of Marketing, 52(5–6), 1329–1354. https://doi.org/10.1108/EJM-10-2015-0725 | en_US |
| dc.relation.references | Indriastuti, H. (2019). Entrepreneurial innovativeness, relational capabilities, and value co-creation to enhance marketing performance. Humanities and Social Sciences Reviews, 7(3), 181–188. https://doi.org/10.18510/hssr.2019.7328 | en_US |
| dc.relation.references | Jaakkola, E., Helkkula, A., & Aarikka, L. (2015). Service experience co-creation: Conceptualization, implications, and future research directions. Journal of Service Management, 26(2), 182–205. https://doi.org/10.1108/JOSM-12-2014-0323 | en_US |
| dc.relation.references | Kaartemo, V., & Helkkula, A. (2018). A systematic review of artificial intelligence and robots in value co-creation: Current status and future research avenues. Journal of Business Research, 104, 211–228. https://doi.org/10.1016/j.jbusres.2019.07.038 | en_US |
| dc.relation.references | Kallmuenzer, A., Peters, M., & Buhalis, D. (2020). The role of family firm image perception in host-guest value co-creation of hospitality firms. Current Issues in Tourism, 23(19), 2410–2427. https://doi.org/10.1080/13683500.2019.1611746 | en_US |
| dc.relation.references | Karami, M., & Read, S. (2021). Co-creative entrepreneurship. Journal of Business Venturing, 36(4), 106125. https://doi.org/10.1016/j.jbusvent.2021.106125 | en_US |
| dc.relation.references | Kerrigan, F., & Graham, G. (2010). Interaction of regional news-media production and consumption through the social space. Journal of Marketing Management, 26(3–4), 302–320. https://doi.org/10.1080/02672570903566334 | en_US |
| dc.relation.references | Kim, N. L., Shin, D. C., & Kim, G. (2021). Determinants of consumer attitudes and re-purchase intentions toward direct-to-consumer (DTC) brands. Fashion and Textiles, 8(1). https://doi.org/10.1186/s40691-020-00224-7 | en_US |
| dc.relation.references | Kitchenham, B. (2004). Procedures for performing systematic reviews, Version 1.0. Empirical Software Engineering, Keele University. https://www.scirp.org/reference/ReferencesPapers?ReferenceID=1555793 | en_US |
| dc.relation.references | Kitchenham, B., & Charters, S. (2007). Guidelines for performing systematic literature reviews in software engineering. Keele University and Durham University Joint Report. https://bit.ly/3X2XQ7n | en_US |
| dc.relation.references | Kukurba, M., Waszkiewicz, A. E., & Salwin, M. (2021). Co-Created Values in Crowdfunding for Sustainable Development of Enterprises. https://www.researchgate.net/publication/353830533_Co-Created_Values_in_Crowdfunding_for_Sustainable_Development_of_Enterprises | en_US |
| dc.relation.references | Laffey, D., Durkin, M., Cummins, D., & Gandy, A. (2021). Technological forecasting & social change: A shift in power? Value co-creation through successful crowdfunding. Technological Forecasting & Social Change, 172, 121035. https://doi.org/10.1016/j.techfore.2021.121035 | en_US |
| dc.relation.references | Langley, A., & Abdallah, C. (2011). Templates and turns in qualitative studies of strategy and management. Research Methodology in Strategy and Management, 6. https://doi.org/10.1108/S1479-8387(2011)0000006007 | en_US |
| dc.relation.references | Lepscky, T., Ahsan, M., & Dabić, M. (2020). Value co-creation in multinational enterprise subsidiaries: Insights from the bottom-of-the-pyramid markets. Polgrave Studies in Cross-Disciplinary Business Research, In Association With EuroMed Academy of Business, 9(3), 1–22. https://doi.org/10.1007/978-3-030-24842-8_4 | en_US |
| dc.relation.references | Leroy, J., Cova, B., & Salle, R. (2013). Zooming in vs zooming out on value co-creation: Consequences for BtoB research. Industrial Marketing Management, 42(7), 1102–1111. https://doi.org/10.1016/j.indmarman.2013.07.018 | en_US |
| dc.relation.references | Lusch, R. F., & Vargo, S. L. (2011). Service-dominant logic: A necessary step. European Journal of Marketing, 45(7), 1298–1309. https://doi.org/10.1108/03090561111137723 | en_US |
| dc.relation.references | Lusch, R. F., & Nambisan, S. (2015). Service innovation: A service-dominant logic perspective. MIS Quarterly, 39(1), 155–175. https://doi.org/10.25300/MISQ/2015/39.1.07 | en_US |
| dc.relation.references | Lusch, R. F., & Webster, F. E. (2011). A stakeholder-unifying, co-creation philosophy for marketing. FMM: Advances in Business Marketing and Purchasing, 17(2), 193–199. https://doi.org/10.1177/1470593112459099 | en_US |
| dc.relation.references | Luu, T. T. (2019). CSR and customer value co-creation behavior: The role of the moderating mechanisms of servant leadership and relationship marketing orientation. Journal of Business Ethics, 155(2), 379–398. https://doi.org/10.1007/s10551-017-3483-7 | en_US |
