Co-creating corporate brand identity with online brand communities: a managerial perspective
Contemporary branding literature views brand identity as socially constructed through complex interactions between multiple stakeholders. Despite extant work on how brand communities and individuals contribute towards brand identity formation, our understanding of management-led processes constituti...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Published: |
Elsevier
2018
|
| Subjects: | |
| Online Access: | https://eprints.nottingham.ac.uk/52961/ |