Co-creation in branding is gaining momentum. This study contributes to the branding
literature by combining a systematic search and a critical review of 148 articles focusing on …

Co-production and active participation of the consumers are considered to have enhanced
the value co-creation activities that would ensure business benefits of a firm. The marketing …

Purpose Drawing on the service-dominant logic and the institutional theory, this paper aims
to explore the value-creating mechanisms of branding in the destination context and the …

Branding is constantly and rapidly changing. Digital transformation and the pervasiveness of
social media platforms are forcing companies to move away from the traditional command …

This study aims to develop a framework that enables green marketing practices to regulate
the performance evaluation criteria (GFBPC) of consumers and green furniture brands in the …

Augmented Reality (AR) has gained increased attention in recent theory and practice owing
to its potential to enhance customer responses toward brands. However, the investigation …

Purpose The purpose of this paper is to provide a systematic review of literature on
corporate engagement with start-ups (CEWS) by identifying the modes, contexts …

This paper investigates customers' insights about a loyalty program in the online context to
examine the impact of tangible and intangible rewards on attitudinal loyalty and brand …

This paper aims to explain how narrative transportation influences the environmental
intentions of university students at five universities in Hebei, China. It also examines the …

Purpose The purpose of this paper is to empirically validate the role of different stakeholders
in a co-creation context. In this paper, a new triadic brand co-creation concept has been …