Kristal, Samuel; Baumgarth, Carsten; Behnke, Carolin; … - In: Journal of Product & Brand Management 25 (2016) 3, pp. 247-261
Purpose This paper aims to analyse the general effect of co-created products on the brand equity of observers (OBBE). The influence of different implementations of the co-creation approach on the OBBE is tested. It is also discussed whether co-creation can be a strategic method for companies to...