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 (Editor), Richard Jones (Editor), Sylvia von Wallpach (Editor), Adam Lindgreen (Editor)

Department of Marketing

University of Pretoria

Research output: Book/Report › Anthology › Research › 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.

Original language	English

Place of Publication	Cheltenham
Publisher	Edward Elgar Publishing
Number of pages	448
ISBN (Print)	9781839105418
ISBN (Electronic)	9781839105425
DOIs	https://doi.org/10.4337/9781839105425
Publication status	Published - 2022

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

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",

year = "2022",

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language = "English",

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publisher = "Edward Elgar Publishing",

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M3 - Anthology

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BT - Research Handbook on Brand Co-Creation

PB - Edward Elgar Publishing

CY - Cheltenham

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