Customer brand co-creation: a conceptual model
Abstract
Purpose – The purpose of this paper is to develop conceptual understanding in the area of customer brand co-creation. The research considers the factors influencing customers to co-create and the impacts of customer co-creation on the brand. Design/methodology/approach – Theoretical development is progressed through conceptualisation of a series of research propositions which consider the antecedents and consequences of brand co-creation....
Paper Details
Title
Customer brand co-creation: a conceptual model
Published Date
Sep 3, 2015
Volume
33
Issue
6
Pages
848 - 864
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