Research Handbook on Brand Co-Creation

Research Handbook on Brand Co-Creation Theory, Practice and Ethical Implications

Paperback (08 Aug 2023)

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Publisher's Synopsis

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.

Book information

ISBN: 9781035323685
Publisher: Edward Elgar Publishing
Imprint: Edward Elgar Publishing
Pub date:
DEWEY: 658.8
DEWEY edition: 23
Language: English
Number of pages: 448
Weight: 780g
Height: 244mm
Width: 169mm