France, Cassandra; Merrilees, Bill; Miller, Dale - In: Marketing Intelligence & Planning 33 (2015) 6, pp. 848-864
Purpose – The purpose of this paper is to develop conceptual understanding in the area of customer brand co-creation … propositions which consider the antecedents and consequences of brand co-creation. Conceptualisation entails analysing and … synthesising previous studies and reasoning new relationships between relevant concepts. Customer brand co-creation theory is …