Keywords: Brand co-creation
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Journal Articles
Benchmarking: An International Journal (2023) 30 (7): 2330–2350.
Published: 07 June 2022
...Sanmitra Sarkar; Saikat Banerjee Purpose The purpose of this paper is to find supplier's role in brand co-creation. This paper also discusses the perspective of suppliers on the role and benefits of other stakeholders like consumers and the sponsoring organization in brand co-creation and to come...

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