Keywords: Non-collaborative co-creation
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“Brand play” versus “Brand attack”: the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists

Samuel Kristal, Carsten Baumgarth, Jörg Henseler
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2018) 27 (3): 334–347.
https://doi.org/10.1108/JPBM-01-2017-1405
Published: 14 May 2018
...Samuel Kristal; Carsten Baumgarth; Jörg Henseler Purpose This paper aims to investigate the ways in which “non-collaborative co-creation” can affect brand equity as perceived by independent observers. It reports a study of the different effects on that perception attributable to non-collaborative...
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