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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...

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Bibliographic Details
Main Authors:	Essamri, A., McKechnie, S., Winklhofer, H.
Format:	Article
Published:	Elsevier 2018
Subjects:	Corporate branding; brand identity; co-creation; online brand communities
Online Access:	https://eprints.nottingham.ac.uk/52961/

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