Co-creation of brand identities: consumer and industry influence and motivations

Purpose This paper aims to develop an understanding of the phenomena of co-creation and how this practice is used in shaping brand identities. This research provides answers to questions on both the consumer and industry sides of co-creation. Design/methodology/approach Two studies are developed. First, a qualitative study is used to gain insight from key decision-makers with responsibility for a brand. Second, a study of millennial consumers is...