Brand Co-Creation Model

Majken Schultz, Mary Jo Hatch

Research output: Chapter in Book/Report/Conference proceedingEncyclopedia chapterResearchpeer-review

Original languageEnglish
Title of host publicationThe SAGE Encyclopedia of Corporate Reputation
EditorsCraig E. Carroll
Place of PublicationThousand Oaks, CA
PublisherSAGE Publications
Publication date2016
ISBN (Print)9781483376516
ISBN (Electronic)9781483376493
Publication statusPublished - 2016


  • Brand communities
  • Engagement
  • Organizational and corporate image
  • Organizational identity
  • Stakeholder theory
  • Strategic alignment

Cite this

Schultz, M., & Hatch, M. J. (2016). Brand Co-Creation Model. In C. E. Carroll (Ed.), The SAGE Encyclopedia of Corporate Reputation (pp. 79-80). Thousand Oaks, CA: SAGE Publications.