Co-creating polyphony or cacophony? A case study of a public organization’s brand co-creation process and the challenge of orchestrating multiple internal voices
Sign Up to like & getrecommendations! Published in 2019 at "Journal of Brand Management"
DOI: 10.1057/s41262-018-0124-2
Abstract: Recent developments within branding theory suggest a move towards co-created branding. In theory, this approach holds great promise in terms of engaging stakeholders in dynamic processes of creating the corporate brands, but a brand co-creation… read more here.
Keywords: creation; creation process; brand; brand creation ... See more keywords
Do food influencers shape consumers’ decisions to co-create and purchase organic food brands? The role of homophily
Sign Up to like & getrecommendations! Published in 2025 at "British Food Journal"
DOI: 10.1108/bfj-01-2025-0095
Abstract: Food influencers play an important role in shaping consumer behavior. However, little is understood about how food influencers affect brand co-creation and its subsequent effects on consumer purchasing intentions of branded organic food products. Therefore,… read more here.
Keywords: brand creation; food; food influencers; social presence ... See more keywords