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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| Main Authors: | , , , , |
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| Format: | Article |
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Elsevier Inc.
2023
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