Is co-creation really a booster for brand equity? : the role of co-creation in observer-based brand equity (OBBE)
Year of publication: |
2016
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Authors: | Kristal, Samuel ; Baumgarth, Carsten ; Behnke, Carolin ; Henseler, Jörg |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 25.2016, 3, p. 247-261
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Subject: | Co-creation | Expertise | Intensity of integration | Non-integrated consumers | Observer-based brand equity | Markenimage | Brand image | Kundenintegration | Customer integration | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing |
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