From brand control to brand co-creation: An integrated framework of brand paradigms and emerging brand perspectives
Article in Journal of Business Research (November 2022)
The most recent citing publications are shown below. View all 6 publications that cite this research output on Dimensions.
The Illusion of Brand Control: An Integrative Review
Book chapter (May 2022)
Hating in plain sight: The hatejacking of brands by extremist groups
Article in Public Relations Inquiry (July 2019)