Research Handbook On Brand Co Creation
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Research Handbook on Brand Co-Creation
Author | : Markovic, Stefan |
Publisher | : Edward Elgar Publishing |
Total Pages | : 448 |
Release | : 2022-03-10 |
Genre | : Business & Economics |
ISBN | : 1839105429 |
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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.
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