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

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

Research output: Book/ReportAnthologyResearchpeer-review


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 languageEnglish
Place of PublicationCheltenham
PublisherEdward Elgar Publishing
Number of pages448
ISBN (Print)9781839105418
ISBN (Electronic)9781839105425
Publication statusPublished - 2022

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