Branding co-creation with members of online brand communities

This article looks at the co-creation of value in the branding process with members of online communities. Three online communities in Iran are analyzed through 45 interviews with members along with three interviews with top managers of the three brands of these communities. A content analysis shows...

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书目详细资料
Main Authors:	Hajli N., Shanmugam M., Papagiannidis S., Zahay D., Richard M.-O.
其他作者:	55672739800
格式:	Article
出版:	Elsevier Inc. 2023
标签:	添加标签没有标签, 成为第一个标记此记录!

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