Matches in SemOpenAlex for { <https://semopenalex.org/work/W3206231719> ?p ?o ?g. }
- W3206231719 endingPage "563" @default.
- W3206231719 startingPage "543" @default.
- W3206231719 abstract "Co-creation in branding is gaining momentum. This study contributes to the branding literature by combining a systematic search and a critical review of 148 articles focusing on co-creation in branding, published in 55 academic journals. Three themes guide this critical review: (1) What is co-creation? (2) Who initiates and who participates in co-creation? (3) What is co-created and for whom? The findings reveal that co-creation is considered a process of interaction and influencing among various participating parties. A classification of different types of co-creation crystallizes the conditions under which co-creation is proposed to occur. This article contributes by proposing a new definition as a starting point to guide further research: Co-creation in branding refers to a process of intentional interaction between or among two or more parties that influences a brand. Three positioning questions are proposed for future research. Marketers may gain significant new market understanding through cocreation in branding." @default.
- W3206231719 created "2021-10-25" @default.
- W3206231719 creator A5016615895 @default.
- W3206231719 creator A5055918226 @default.
- W3206231719 creator A5067562937 @default.
- W3206231719 date "2022-02-01" @default.
- W3206231719 modified "2023-10-10" @default.
- W3206231719 title "Toward a conceptual understanding of co-creation in branding" @default.
- W3206231719 cites W1545729524 @default.
- W3206231719 cites W1608809085 @default.
- W3206231719 cites W1702756585 @default.
- W3206231719 cites W1750479237 @default.
- W3206231719 cites W1933370352 @default.
- W3206231719 cites W1967731079 @default.
- W3206231719 cites W1969279776 @default.
- W3206231719 cites W1969523964 @default.
- W3206231719 cites W1976049889 @default.
- W3206231719 cites W1978081297 @default.
- W3206231719 cites W1980225821 @default.
- W3206231719 cites W1983215404 @default.
- W3206231719 cites W1987056960 @default.
- W3206231719 cites W1987310596 @default.
- W3206231719 cites W1993326409 @default.
- W3206231719 cites W2001899805 @default.
- W3206231719 cites W2021667853 @default.
- W3206231719 cites W2034446491 @default.
- W3206231719 cites W2035632990 @default.
- W3206231719 cites W2035978722 @default.
- W3206231719 cites W2037955438 @default.
- W3206231719 cites W2040247369 @default.
- W3206231719 cites W2041320175 @default.
- W3206231719 cites W2044452299 @default.
- W3206231719 cites W2045678587 @default.
- W3206231719 cites W2046557738 @default.
- W3206231719 cites W2054093047 @default.
- W3206231719 cites W2054942691 @default.
- W3206231719 cites W2058287650 @default.
- W3206231719 cites W2061188832 @default.
- W3206231719 cites W2072800494 @default.
- W3206231719 cites W2073177431 @default.
- W3206231719 cites W2075471194 @default.
- W3206231719 cites W2079283960 @default.
- W3206231719 cites W2081252353 @default.
- W3206231719 cites W2086157089 @default.
- W3206231719 cites W2086176099 @default.
- W3206231719 cites W2086913157 @default.
- W3206231719 cites W2090465922 @default.
- W3206231719 cites W2090828676 @default.
- W3206231719 cites W2093284774 @default.
- W3206231719 cites W2093505263 @default.
- W3206231719 cites W2095121636 @default.
- W3206231719 cites W2095208580 @default.
- W3206231719 cites W2099599889 @default.
- W3206231719 cites W2102107784 @default.
- W3206231719 cites W2113564662 @default.
- W3206231719 cites W2116591559 @default.
- W3206231719 cites W2121606130 @default.
- W3206231719 cites W2121854318 @default.
- W3206231719 cites W2127962647 @default.
- W3206231719 cites W2130843779 @default.
- W3206231719 cites W2135526934 @default.
- W3206231719 cites W2137240809 @default.
- W3206231719 cites W2163509832 @default.
- W3206231719 cites W2167717493 @default.
- W3206231719 cites W2167990975 @default.
- W3206231719 cites W2171339514 @default.
- W3206231719 cites W2180431616 @default.
- W3206231719 cites W2181412138 @default.
- W3206231719 cites W2184943477 @default.
- W3206231719 cites W2192029930 @default.
- W3206231719 cites W2263852581 @default.
- W3206231719 cites W2286544608 @default.
- W3206231719 cites W2290954327 @default.
- W3206231719 cites W2303285852 @default.
- W3206231719 cites W2317974638 @default.
- W3206231719 cites W2393991093 @default.
- W3206231719 cites W2414229285 @default.
- W3206231719 cites W2465405054 @default.
- W3206231719 cites W2468727739 @default.
- W3206231719 cites W2479128967 @default.
- W3206231719 cites W2488162915 @default.
- W3206231719 cites W2488503011 @default.
- W3206231719 cites W2493481345 @default.
- W3206231719 cites W2494821594 @default.
- W3206231719 cites W2501071426 @default.
- W3206231719 cites W2510460408 @default.
- W3206231719 cites W2512018920 @default.
- W3206231719 cites W2513163818 @default.
- W3206231719 cites W2516294264 @default.
- W3206231719 cites W2518801133 @default.
- W3206231719 cites W2518963044 @default.
- W3206231719 cites W2521828077 @default.
- W3206231719 cites W2523317184 @default.
- W3206231719 cites W2564229286 @default.
- W3206231719 cites W2591972443 @default.
- W3206231719 cites W2596859831 @default.
- W3206231719 cites W2603964188 @default.
- W3206231719 cites W2606829956 @default.