The special section on reciprocal co-creation of stakeholder and brand identities
The new special section in Journal of Business Research brings together leading international researchers to explore how brands are reciprocally co-created with their stakeholders.
Find the article here:
"Co-creating stakeholder and brand identities: Introduction to the special section",Von Wallpach, S., Voyer, B., Kastanakis, M., & Mühlbacher, H. (2016). Journal of Business Research.