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Keywords: Collective meaning
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Journal Articles
Journal of Product & Brand Management (2016) 25 (4): 322–336.
Published: 18 July 2016
... framework conceptualizes COO branding as an integrating process that aligns a network of relationships to co-create collective meaning for the brand’s value propositions. Findings An illustrative case study provides empirical evidence to support the new theoretical framework. Research limitations...
