Is co-creation really a booster for brand equity? The role of co-creation in observer-based brand equity (OBBE)

Samuel Kristal*, Carsten Baumgarth, Carolin Behnke, Jörg Henseler

*Corresponding author for this work

Research output: Contribution to journal › Article › Academic › peer-review

41 Citations (Scopus)
210 Downloads (Pure)

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Social Sciences