Branding co-creation with members of online brand communities
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DOI: 10.1016/j.jbusres.2016.08.026
Abstract: This article looks at the co-creation of value in the branding process with members of online communities. Three online communities in Iran are analyzed through 45 interviews with members along with three interviews with top… read more here.
Keywords: members online; brand communities; brand; branding creation ... See more keywords