From Interactions to Brand Value Co-Creation: How Internal and External Stakeholders Drive Consumer-Generated Branding
Brand value co-creation (BVCC), a key concept in service-dominant logic (SDL) and identity-based brand management approach (IBBMA), plays a critical role in branding. However, the integrated roles of internal stakeholders (e.g., brand practitioners) and external stakeholders (e.g., consumers) in thi...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Georgia Southern University
2025-01-01
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| Series: | Journal of Applied Marketing Theory |
| Subjects: | |
| Online Access: | https://digitalcommons.georgiasouthern.edu/jamt/vol12/iss1/2/ |
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