The three theoretical pillars of brand co-creation

Carsten Baumgarth, Samuel Kristal

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

Original languageEnglish
Title of host publicationCo-creating brands
Subtitle of host publicationBrand Management from A Co-creative Perspective
EditorsNicholas Ind, Holger Schmidt
Place of PublicationLondon
PublisherBloomsbury
Pages38-42
ISBN (Electronic)9781472962270
ISBN (Print)9781472962263
Publication statusPublished - 2019

Cite this

Baumgarth, C., & Kristal, S. (2019). The three theoretical pillars of brand co-creation. In N. Ind, & H. Schmidt (Eds.), Co-creating brands: Brand Management from A Co-creative Perspective (pp. 38-42). London: Bloomsbury.