Research Handbook on Brand Co-Creation: Theory, Practice and Ethical Implications
- ISBN-10
- 1839105429
- ISBN-13
- 9781839105425
- Category
- Business & Economics
- Pages
- 448
- Language
- English
- Published
- 2022-03-10
- Publisher
- Edward Elgar Publishing
- Authors
- Richard, Adam, Stefan
Description
Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.
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