Building Brands Together: Emergence and Outcomes of Co-Creation:
Abstract
Co-creation is a rapidly emerging area of research. However, there is a lack of understanding as to how organizations use co-creation to build relationships and generate value. How does participation emerge and what outcomes does it deliver? To generate insight into the co-creation process, we created an online brand community. Our findings show that people participate in a community because it offers them the chance to find fulfillment, to...
Paper Details
Title
Building Brands Together: Emergence and Outcomes of Co-Creation:
Published Date
May 1, 2013
Journal
Volume
55
Issue
3
Pages
5 - 26
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Notes
History