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 …

Purpose The purpose of this paper is to review the extant literature on value co-creation
using bibliometric analysis in an attempt to gauge the evolving journey of this concept since …

Social media influencers (SMIs) as significant stakeholders are increasingly collaborating
with brands to cultivate marketing campaigns. However, literature concerning the narrative …

Driving consumer–brand engagement and co-creation by brand interactivity | Emerald Insight
Books and journals Case studies Expert Briefings Open Access Publish with us Advanced …

Purpose The purpose of this paper is to present a systematic review of the available
literature on value co-creation (VCC) and provide insightful future directions for research in …

The paper develops a conceptual framework to study the constructs of information
technology (IT)-supported value co-creation and co-destruction through shared processes of …

Creative artificial intelligence technologies (eg, deepfakes, generative adversarial networks)
are enabling new ways of producing and editing the audio and visual content in advertising …

Purpose Drawing on service logic, the authors investigate how value cocreation leads to
evangelical brand-related behaviors (brand defense and brand advocacy). The authors …

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 …

Social media brand communities (SMBCs) have been heralded for their co‐creative,
participatory potential whereby consumers actively contribute to the proliferation of …