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Export Reference (APA) 
Nguyen, N. B.  & Menezes, J. (2025). Customer-to-customer value co-creation: A customer-dominant framework of value. Journal of Global Marketing, 38(2), 156?185. https://doi.org/10.1080/08911762.2024.2429094
Export Reference (IEEE) 
N. B. Nguyen and J. C. Menezes,  "Customer-to-customer value co-creation: A customer-dominant framework of value", in Journal of Global Marketing, vol. 38, no. 2, pp. 156-185, 2025
Export BibTeX 
@article{nguyen2025_1789286261191,
	author = "Nguyen, N. B.  and Menezes, J.",
	title = "Customer-to-customer value co-creation: A customer-dominant framework of value",
	journal = "Journal of Global Marketing",
	year = "2025",
	volume = "38",
	number = "2",
	doi = "10.1080/08911762.2024.2429094",
	pages = "156-185",
	url = "https://www.tandfonline.com/journals/wglo20"
}
Export RIS 
TY  - JOUR
TI  - Customer-to-customer value co-creation: A customer-dominant framework of value
T2  - Journal of Global Marketing
VL  - 38
IS  - 2
AU  - Nguyen, N. B. 
AU  - Menezes, J.
PY  - 2025
SP  - 156-185
SN  - 0891-1762
DO  - 10.1080/08911762.2024.2429094
UR  - https://www.tandfonline.com/journals/wglo20
AB  - Drawing on customer-dominant logic and running events contexts, this paper develops a customer-dominant framework of value that outlines customers’ interactions with other peers in service encounters and their lifeworld. In-depth interviews, netnography, and observational data uncovered eighteen customer-to-customer value co-creation activities, through which a two-dimensional framework was developed. It represents the multifaceted nature of value formation involving multiple collective contexts. It also adds insights into collective and societal benefits stemming from customer-to-customer value co-creation activities and specifies the different types of service providers’ involvement in such activities. The study concludes with a strategic framework to facilitate customer-to-customer value co-creation.
ER  -