Cover Research Handbook on Brand Co-Creation

Research Handbook on Brand Co-Creation

Theory, Practice and Ethical Implications
Edited by
Stefan Markovic
,
Richard Gyrd-Jones
,
Sylvia von Wallpach
, and
Adam Lindgreen
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.
Restricted access
Handbook
Published:
11 Mar 2022
Print ISBN:
9781839105418
eISBN:
9781839105425
DOI:
https://doi.org/10.4337/9781839105425
Pages:
448
Collection:
Business 2022
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