£46.50

Edward Elgar Publishing Research Handbook on Brand Co-Creation: Theory, Practice and Ethical Implications

Name: Research Handbook on Brand Co-Creation: Theory, Practice and Ethical Implications
Brand: Edward Elgar Publishing
Price: 46.5 GBP
Availability: InStock

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Description

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 stakeholders. Chapters contribute to clarifying the ontological and epistemological assumptions underlying brand co-creation, gaining deeper insights into the co-creation of intangible and tangible brand assets, as well as uncovering the ethical implications of brand co-creation. The impressive selection of contributors also foreshadow and critically reflect on possible future developments related to brand co-creation, and illustrate practical applications in the form of case studies. In an ever more interconnected business environment, this timely Research Handbook will be an ideal read for students studying courses related to branding, marketing, innovation and business ethics. It will also be welcomed by scholars conducting research in these fields, as well as practitioners and managers implementing co-creation strategies.

Product Specifications

Brand: Edward Elgar Publishing
Format: paperback
ASIN: 1035323680
Category: Books > Subjects > Business, Finance & Law > Sales & Marketing > Advertising
Domain: Amazon UK
Release Date: 08 August 2023
Listed Since: 21 May 2023

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Edward Elgar Publishing Research Handbook on Brand Co-Creation: Theory, Practice and Ethical Implications

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