Research Handbook on Brand Co-creation: Theory, Practice and Ethical Implications by Adam Lindgreen, Sylvia von Wallpach, Richard Gyrd-Jones, Stefan Markovic

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

Adam Lindgreen, Sylvia von Wallpach, Richard Gyrd-Jones, Stefan Markovic

448 pages • missing pub info (editions)

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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...

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