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Keywords: Brand co-creation
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Journal Articles
Journal:
International Journal of Manpower
International Journal of Manpower (2026) 47 (4): 636–654.
Published: 28 May 2026
... as a central enabler of employee-driven brand co-creation, where employees do not merely consume organizational identity but actively shape, disseminate and safeguard it. Design/methodology/approach The study uses survey data collected from 397 employees in the United Kingdom via prolific and tests...
