"Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple...

Purpose – The purpose of this paper was to explore the role knowledge sharing plays in both firm-sponsored (FS) and user-generated (UG) Online Brand Communities (OBCs) on Facebook. Branding through online mediums is an under-researched area that is slowly gaining attention in the literature....