[HTML][HTML] Toward a conceptual understanding of co-creation in branding
S Sarasvuo, A Rindell, M Kovalchuk - Journal of Business Research, 2022 - Elsevier
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 …
literature by combining a systematic search and a critical review of 148 articles focusing on …
An ecosystem perspective synthesis of co-creation research
Extant research examines numerous aspects of co-creation and offers a volume of important
insights. We seek to build a clear understanding of the resulting co-creation research …
insights. We seek to build a clear understanding of the resulting co-creation research …
Online influencer marketing
Online influencer marketing (OIM) has become an integral component of brands' marketing
strategies; however, marketers lack an adequate understanding of its scope, effectiveness …
strategies; however, marketers lack an adequate understanding of its scope, effectiveness …
How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale
Despite an increasing amount of research on co-creation of value, in general, research on
brand value co-creation remains limited. Particularly, how much value customers contribute …
brand value co-creation remains limited. Particularly, how much value customers contribute …
Brand value co-creation in a digitalized world: An integrative framework and research implications
V Ramaswamy, K Ozcan - International Journal of Research in Marketing, 2016 - Elsevier
We present an integrative framework of brand value co-creation with theoretical
underpinnings in joint agencial experiencial creation of brand value. Central to this …
underpinnings in joint agencial experiencial creation of brand value. Central to this …
Co-creating corporate brand identity with online brand communities: A managerial perspective
A Essamri, S McKechnie, H Winklhofer - Journal of Business Research, 2019 - Elsevier
Contemporary branding literature views brand identity as socially constructed through
complex interactions between multiple stakeholders. Despite extant work on how brand …
complex interactions between multiple stakeholders. Despite extant work on how brand …
Toward a theory of brand co-creation with implications for brand governance
Abstract In 2004, Prahalad and Ramaswamy analyzed co-creation as a relatively new and
critical development within the field of innovation. They provided examples of four building …
critical development within the field of innovation. They provided examples of four building …
Customer brand co-creation: a conceptual model
C France, B Merrilees, D Miller - Marketing Intelligence & Planning, 2015 - emerald.com
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 …
customer brand co-creation. The research considers the factors influencing customers to co …
Social media communications and festival brand equity: Millennials vs Centennials
The proliferation of live music festivals in Spain has involved for festival managers the need
to differentiate their events, creating brand equity through marketing communications …
to differentiate their events, creating brand equity through marketing communications …
[HTML][HTML] Constructing Consumer-Masstige brand relationships in a volatile social reality
This article conceptualises how consumers construct their relationships with masstige
brands. Drawing on a two-stage methodology of consumer interviews and online content …
brands. Drawing on a two-stage methodology of consumer interviews and online content …