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~isPartOf:"The journal of product & brand management"
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The journal of product & brand management
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Is co-creation really a booster for brand equity? : the role of co-creation in observer-based brand equity (OBBE)
Kristal, Samuel
;
Baumgarth, Carsten
;
Behnke, Carolin
; …
- In:
The journal of product & brand management
25
(
2016
)
3
,
pp. 247-261
Persistent link: https://www.econbiz.de/10011548775
Saved in:
2
To disclose or not disclose, is no longer the question : effect of AI-disclosed brand voice on brand authenticity and attitude
Kirkby, Alexandra
;
Baumgarth, Carsten
;
Henseler, Jörg
- In:
The journal of product & brand management
32
(
2023
)
7
,
pp. 1108-1122
Persistent link: https://www.econbiz.de/10014334406
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