Törmälä, Minna; Saraniemi, Saila - In: Journal of Product & Brand Management 27 (2018) 1, pp. 29-40
Purpose: This study aims to examine the roles of business partners in co-creating a corporate brand image. Design/methodology/approach: The study adopts different business partners’ perspectives to analyse corporate brand co-creative actions through a case study within a business-to-business...