Research Handbook on Brand Co-Creation: Theory, Practice and Ethical

Item	375810474002
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Condition	Brand New
EAN	9781839105418
UPC	9781839105418
ISBN	9781839105418
Format	Hardback, 448 pages
Author	Stefan Markovic (Edited by)
Book Title	Research Handbook on Brand Co-Creation: Theory, Pr
Item Height	4.23 cm
Item Length	24.4 cm
Item Weight	0.67 kg
Item Width	16.9 cm
Language	Eng
Publisher	Edward Elgar Publishing Ltd

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.

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