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Xie, C., Bagozzi, R.P. and Troye, S.V. (2008) Trying to Prosume: Toward a Theory of Consumers as Co-Creators of Value. Journal of the Academy of Marketing Science, 36, 109-122.
https://link.springer.com/article/10.1007/s11747-007-0060-2
https://doi.org/10.1007/s11747-007-0060-2

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