France, Cassandra; Grace, Debra; Merrilees, Bill; … - In: Marketing Intelligence & Planning 36 (2018) 3, pp. 334-348
Purpose: The purpose of this paper is to expand on existing co-creation knowledge in order to accurately conceptualize, operationalize and contextualize the customer brand co-creation behavior concept from a customer perspective. Design/methodology/approach: A quantitative approach is adopted...