...., 2024 ; Lee et al., 2024). Consistent enactment, rather than symbolic articulation, therefore becomes the foundation of perceived authenticity (Fezzey et al., 2024 ; Radoynovska, 2024). Co-creation research extends this perspective by emphasising distributed agency. Communities...

... 29 01 2024 © 2024 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 communities Netnography Value co-creation Consumer value Value...

... © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Innovation Co-creation Branding Typology Ambidexterity Exploration Exploitation Value creation is the end goal of all business activities, and successful firms constantly attempt...

... 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...

....   $26.00   www.mcgraw‐hill.com © Emerald Group Publishing Limited 2013 --> Co‐creation Brand Innovation Just to be clear – this is not a book about how to market your cause, but rather it is about how to market your brand as if it were a cause. Drawing on his years of experience...

... explain the implementation process of co‐creation. Analytically, the first chapter analyses the vagueness and the conceptualisation of co‐creation by specifying its key ingredients, namely participation, openness, empowerment, and organizational involvement. In Chapter 2, the book demonstrates how...

...Marianna Sigala Nicholas   Ind , Clare   Fuller and Charles   Trevail . Brand Together: How Co‐creation Generates Innovation and Re‐energizes Brands . London, UK : Kogan Page   2012 . 172 pp. , ISBN: 978‐0‐7494‐6325‐0   US$ 24.99 © Emerald Group Publishing Limited...

... Limited 2013 --> Brand innovation Co‐creation Strategy Service‐dominant‐logic User‐generated‐content Social media Participative innovation Innovation is both a survival and competitive necessity for firms. Moreover, current technological advances and market trends empower customers...

...   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 the last decade is said to have...