The Evolution of Brand Co-Creation: Models and Exploration of Stakeholders' Motivations
Description:
Co-creation is an emerging phenomenon that occurs when two or more parties work together to create value. Co-creation, which is a key component to service dominant logic, is present in business to business, business to consumer, and consumer to consumer processes. This dissertation will focus on the business to consumer (and consumer to business) co-creation relationship. Much of the current business to consumer co-creation literature is qualitative in nature, with quantitative work just now be…
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Date:
August 2017
Creator:
Kennedy, Eric (Marketing professor)
Partner:
UNT Libraries