Co-creating corporate brand identity with online brand communities: a managerial perspective
(2018)
Journal Article
Essamri, A., McKechnie, S., & Winklhofer, H. (2019). Co-creating corporate brand identity with online brand communities: a managerial perspective. Journal of Business Research, 96, 366-375. https://doi.org/10.1016/j.jbusres.2018.07.015
Contemporary branding literature views brand identity as socially constructed through complex interactions between multiple stakeholders. Despite extant work on how brand communities and individuals contribute towards brand identity formation, our un... Read More about Co-creating corporate brand identity with online brand communities: a managerial perspective.