Is co-creation really a booster for brand equity? : the role of co-creation in observer-based brand equity (OBBE)
Samuel Kristal (University of Twente, Enschede, The Netherlands), Carsten Baumgarth and Carolin Behnke (Berlin School of Economics and Law, Berlin, Germany), and Jörg Henseler (Department of Design, University of Twente, Enschede, the Netherlands and NOVA Information Management School, Universidade Nova de Lisboa, Lison, Portugal)
| Year of publication: |
2016
|
|---|---|
| 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
|
| Subject: | Co-creation | Expertise | Intensity of integration | Non-integrated consumers | Observer-based brand equity | Kundenintegration | Customer integration | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenwert | Brand equity | Betriebliche Wertschöpfung | Value creation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-05-2015-0893 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011548775