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Leveraging user generated content: A visual case analysis of Contiki’s brand co-creation campaign

A new area of customer engagement research which centers on the co-creation of brand content and brand meaning has emerged. Several researchers have highlighted the need for a more bottom up rather than top down approach to brand management is amplified because customer communication on social media...

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Bibliographic Details
Main Authors:	Ouschan, Robyn, Turkington, Jay, Napoli, Julie
Other Authors:	Hollebeek, Linda D
Format:	Book Chapter
Language:	English
Published:	Edward Elgar Publishing 2019
Online Access:	http://hdl.handle.net/20.500.11937/79995

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