Customer brand co-creation: a conceptual model

Volume: 33, Issue: 6, Pages: 848 - 864
Published: Sep 3, 2015
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
Citation AnalysisPro
  • Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
  • Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.