... Jie Xiao jayhsiaojiexiao@gmail.com 27 11 2025 31 03 2026 28 05 2026 28 05 2026 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Brand purpose Brand authenticity Co-creation Community attachment Consumer behavior...

..., the research explores and highlights the emerging role of social media brand communities as “value vestiges”. © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Brand value Co-creation Value formation Value creation Cosmetics sector Social media Brand...

..., large fast moving consumer good (FMCG) firms, invest large amounts of resources to create just the right kind of brand image to gain brand loyalty through differentiation (Aaker, 2007 ; Slotegraaf and Pauwels, 2008 ; Wilkof, 2018) and nowadays even co-creation (Hatch and Schultz, 2010 ; Iglesias...

... a brand connected to a real retailer. Findings Regardless of a brand issuing an apology or not, co-creation, higher perceived brand equity and increased levels of brand love, are more likely to occur when a consumer views a brand as being positive versus negative. However, the results vary when...

...Johann Füller; Volker Bilgram Purpose This study aims to draw a more nuanced picture of the impact of co-creation experience shedding light on the moderating role of consumers’ personal features. Virtual co-creation is considered a viable strategy to develop consumer-centered products...

...Mine Üçok Hughes; Wendy K. Bendoni; Ekin Pehlivan Purpose This paper aims to introduce the concept of storygiving as a co-creation tool and provides a guideline for its successful use by luxury brand managers. Design/methodology/approach A study of Tiffany and Co.’s social media-based site...

...Samuel Kristal; Carsten Baumgarth; Carolin Behnke; Jörg Henseler 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...

... been successful in creating a groundswell of support and rallying their believers behind a cause, so why can't companies do the same? Co‐creation Brand Innovation © Emerald Group Publishing Limited 2013 --> Scott   Goodson . Uprising: How to Build a Brand – and Change...

...Marianna Sigala Co‐creation Brand Innovation © Emerald Group Publishing Limited 2013 --> Nicholas   Ind , Clare   Fuller and Charles   Trevail . Brand Together: How Co‐creation Generates Innovation and Re‐energizes Brands . London : Kogan Page   2012...

...Marianna Sigala Overall, this is an easy‐to‐read book that provides a rich set of both theoretical background and industry experience on why and how to implement co‐creation brand innovation. The book nicely integrates theoretical concepts with practical evidence gathered through a wide spectrum...

... explain the implementation process of co‐creation. Nicholas   Ind , Clare   Fuller and Charles   Trevail . Brand Together: How Co‐Creation Generates Innovation and Re‐energizes Brands . London : Kogan Page   2012 . 172 pp.   US$24.99 , ISBN: 978‐0‐7494‐6325‐0  Edited...

... Are . New York, NY : Random House   2009 (1st ed.) . 291 pp.   $15.00 (soft cover)   www.atrandom.com © Emerald Group Publishing Limited 2011 --> Brands Brand image Brand communities Brand meaning Co‐creation Consumption Consumer culture The rapid evolution of technology within...