@article{article04797160,
title   = {Toward an unfolding view of brand value co-creation from a multi-stakeholder perspective},
author = {Furrier, Marcio Tadeu and Freire, Otávio Bandeira de Lamônica and Gomes, Leonardo Augusto de Vasconcelos},
year = {2025},
doi = {10.1080/10696679.2025.2475061},
journal   = {Journal of Marketing Theory and Practice}
}