Brand volunteering : value co-creation with unpaid consumers
Bernard Cova and Stefano Pace (Kedge Business School, France), Per Skålen (Karlstad University, Sweden)
| Year of publication: |
December 2015
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|---|---|
| Authors: | Cova, Bernard ; Pace, Stefano ; Skålén, Per |
| Published in: |
Marketing theory. - London [u.a.] : Sage, ISSN 1470-5931, ZDB-ID 2201540-1. - Vol. 15.2015, 4, p. 465-485
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| Subject: | Brand community | collaborative marketing | compromise | exploitation | value co-creation | volunteering | Kundenintegration | Customer integration | Ehrenamtliche Arbeit | Voluntary work | Markenführung | Brand management | Betriebliche Wertschöpfung | Value creation | Markenartikel | Brand | Social Web | Social web | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/1470593115568919 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011494733