Brand play and brand attack by artists: Effects of non-collaborative co-creation on the observer’s brand equity

Carsten Baumgarth, Samuel Kristal, Franziska Neugebauer

Research output: Contribution to conferencePaper

9 Downloads (Pure)
Original languageEnglish
Publication statusPublished - 2017
Event14th International Conference on Arts and cultural management, AIMAC 2017 - Peking University, Beijing, China
Duration: 24 Jun 201728 Jun 2017

Conference

Conference14th International Conference on Arts and cultural management, AIMAC 2017
Abbreviated titleAIMAC 2017
CountryChina
CityBeijing
Period24/06/1728/06/17

Cite this

Baumgarth, C., Kristal, S., & Neugebauer, F. (2017). Brand play and brand attack by artists: Effects of non-collaborative co-creation on the observer’s brand equity. Paper presented at 14th International Conference on Arts and cultural management, AIMAC 2017, Beijing, China.