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From brand control to brand co-creation : an integrated framework of brand paradigms and emerging brand perspectives
Siano, Alfonso; Vollero, Agostino; Bertolini, Alessandra - In: Journal of business research : JBR 152 (2022), pp. 372-386
Persistent link: https://www.econbiz.de/10013493992
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Exploring the role of online consumer empowerment in reputation building : research questions hypotheses
Siano, Alfonso; Vollero, Agostino; Palazzo, Maria - In: The journal of brand management : an international journal 19 (2011/12) 1, pp. 57-71
Persistent link: https://www.econbiz.de/10009373375
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Redefining brand hijacking from a non-collaborative brand co-creation perspective
Siano, Alfonso; Confetto, Maria Giovanna; Vollero, Agostino - In: The journal of product & brand management 31 (2022) 1, pp. 110-126
Persistent link: https://www.econbiz.de/10012798137