Research Handbook on Brand Co-Creation: Theory, Practice and Ethical Implications

Stefan  Markovic; Richard Jones; Sylvia von Wallpach; Adam Lindgreen

doi:10.4337/9781839105425

Research Handbook on Brand Co-Creation: Theory, Practice and Ethical Implications

Stefan Markovic (Redaktør), Richard Jones (Redaktør), Sylvia von Wallpach (Redaktør), Adam Lindgreen (Redaktør)

Institut for Afsætningsøkonomi

University of Pretoria

Publikation: Bog/antologi/afhandling/rapport › Antologi › Forskning › peer review

Abstract

Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.

Originalsprog	Engelsk

Udgivelsessted	Cheltenham
Forlag	Edward Elgar Publishing
Antal sider	448
ISBN (Trykt)	9781839105418
ISBN (Elektronisk)	9781839105425
DOI	https://doi.org/10.4337/9781839105425
Status	Udgivet - 2022

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abstract = "Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.",

editor = "Stefan Markovic and Richard Jones and {von Wallpach}, Sylvia and Adam Lindgreen",

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BT - Research Handbook on Brand Co-Creation

PB - Edward Elgar Publishing

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