Research Handbook on Brand Co-creation : Theory, Practice and Ethical Implications
Markovic, Stefan (EDT); Gyrd-jones, Richard (EDT); Von Wallpach, Sylvia (EDT); Lindgreen, Adam (EDT)
ISBN 10: 1035323680 ISBN 13: 9781035323685
Verlag: Edward Elgar Publishing, 2023
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Softcover
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Beschreibung
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Inhaltsangabe:
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.
Chapters contribute to clarifying the ontological and epistemological assumptions underlying brand co-creation, gaining deeper insights into the co-creation of intangible and tangible brand assets, as well as uncovering the ethical implications of brand co-creation. The impressive selection of contributors also foreshadow and critically reflect on possible future developments related to brand co-creation, and illustrate practical applications in the form of case studies.
In an ever more interconnected business environment, this timely Research Handbook will be an ideal read for students studying courses related to branding, marketing, innovation and business ethics. It will also be welcomed by scholars conducting research in these fields, as well as practitioners and managers implementing co-creation strategies.
Über die Autorin bzw. den Autor: Edited by Stefan Markovic, Full Professor of Marketing, Department of Marketing, NEOMA Business School, France, Richard Gyrd-Jones, Professor, Sylvia von Wallpach, Professor, Copenhagen Business School and Adam Lindgreen, Professor, Copenhagen Business School, Denmark and Extraordinary Professor, Gordon Institute of Business Science, University of Pretoria, South Africa
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Bibliografische Details
Titel: Research Handbook on Brand Co-creation : ...
Verlag: Edward Elgar Publishing
Erscheinungsdatum: 2023
Einband: Softcover
Zustand: As New