...Nitha Palakshappa; Sarah Dodds Purpose This research extends understanding of the role brand co-creation plays in encouraging ethical consumption. The paper addresses sustainable development goal 12 (SDG 12): ensure sustainable consumption and production patterns, exploring how brand co-creation...

...Dr Ross Brennan and Professor Sue Halliday; Cassandra France; Bill Merrilees; Dale Miller Purpose – The purpose of this paper is to develop conceptual understanding in the area of customer brand co-creation. The research considers the factors influencing customers to co-create and the impacts...

... sites. The findings indicate that online marketers can define the nature of brand co-creation, especially in the context of Facebook interactions. Practical implications – For marketers who are eager to take advantage of Web 2.0 to build their brand, the findings of this research are highly...