Guest Editors:Linda D. Hollebeek, PhD – University of Auckland/NHH Norwegian School of EconomicsElina Jaakkola, PhD – Turku School of Economics, University of TurkuMatthew Alexander, PhD – University of Strathclyde Marketing, in recent years, is witnessing a paradigm shift where traditional boundaries between the roles of ‘customer’ and ‘provider’ are being blurred, and markets are becoming increasingly interconnected (Carù […]
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