Advancing the Value Co-Creation Framework: Integrating Firm Innovativeness, Brand Engagement, and Customer Loyalty.
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| Title: | Advancing the Value Co-Creation Framework: Integrating Firm Innovativeness, Brand Engagement, and Customer Loyalty. |
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| Authors: | Sachdeva, Nitin1 (AUTHOR), Sondhi, Neena1 (AUTHOR) neenasondhi@imi.edu |
| Source: | Journal of Global Marketing. Feb2026, p1-18. 18p. 1 Illustration, 8 Charts. |
| Database: | Business Source Ultimate |
| ISSN: | 08911762 |
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| DOI: | 10.1080/08911762.2026.2635507 |
