The present chapter outlines a critical performativity approach to brand co-creation. By taking point of departure from previous critiques levelled against brand co-creation the chapter is grounded on the need of a genuine critique aimed to reimagine the potential of brand co-creation both inside and beyond pure realm of marketing. Via the presentation of three ramifications as brand assemblage, brand activism, and brand ecology the chapter proposes a research agenda for critically inclined performativity studies of brand co-creation. The chapter contributes not merely with an academic viewpoint aimed to scrutinize scholarship on brand co-creation, but also with a more constructive, yet critical, approach enabling an adaptation of a brand co-creation theory and practice.
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