Brand value co-creation: Towards a multiple stakeholder perspective

Oriol Iglesias Bedós, Stefan Markovic Markovic

Producció científica: Contribució a una conferènciaContribució

Resum

Co-creation is not a new phenomenon. However, it has not gained widespread attention in the field of brand management until the current stakeholder-focus branding era, in which multiple social and economic actors integrate their resources together with the firm in order to co-create value. This paper reviews the literature on brand value co-creation, describing its origin and evolution, with the aim of detecting future research opportunities.
Idioma originalAnglès
Estat de la publicacióPublicada - 22 d’oct. 2012
EsdevenimentXLIX Asamblea Anual CLADEA 2014 -
Durada: 22 d’oct. 20124 de nov. 2014

Conferència

ConferènciaXLIX Asamblea Anual CLADEA 2014
Període22/10/124/11/14

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