Entrepreneurial businesses are, by definition, different from large corporations. Thus, although the objectives of marketing communications of both types of firm are the same the ways in which each carries them out is different, and, whereas the nature of corporate marketing communications is...

Purpose – In light of the increasing acceptance of the concept of brand cocreation this paper aims to develop a model of the process in order to elucidate the roles of the various stakeholders, particularly the company and the brand consumers, in it and the implications of the concept for...