Toward a conceptual understanding of co-creation in branding
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DOI: 10.1016/j.jbusres.2021.09.051
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- Siano, Alfonso & Vollero, Agostino & Bertolini, Alessandra, 2022. "From brand control to brand co-creation: An integrated framework of brand paradigms and emerging brand perspectives," Journal of Business Research, Elsevier, vol. 152(C), pages 372-386.
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Keywords
Co-creation in branding; Systematic search; Critical review; Definition of co-creationin branding;All these keywords.
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