TY  - GEN 
AU  - Peco Torres, Francisco
AU  - Jones, Adam
AU  - Polo Peña, Ana Isabel
AU  - Frías Jamilena, Dolores María
PY  - 2025
UR  - https://hdl.handle.net/10481/105204
AB  - Purpose: The aim of this study is to propose an explanatory research model for the formation of service-firm brand image in the online context, within the theoretical framework of service-dominant logic (SDL). The study analyzes how brand image can be...
LA  - eng
PB  - Emerald Insight
KW  - Value co-creation
KW  - Corporate image
KW  - Culture
KW  - Structural equation modeling
KW  - Social media
TI  - Online value co-creation during the “dreaming” phase, brand image and uncertainty avoidance
DO  - https://doi.org/10.1108/JSM-11-2024-0583
ER  -