When co-creation goes wrong. Brand dilution through non-collaborative co-creation

Samuel Kristal, C. Baumgarth, Jörg Henseler

Research output: Contribution to conference › Paper › peer-review

Original language	English
Pages	-
Publication status	Published - 27 Apr 2016
Event	11th Global Brand Conference 2016: Brands that do good - University of Bradford, School of Management, Bradford, United Kingdom Duration: 27 Apr 2016 → 29 Apr 2016 Conference number: 11

Keywords

@conference{d9e528a3c0f442648742a22f2051e50a,

title = "When co-creation goes wrong. Brand dilution through non-collaborative co-creation",

keywords = "METIS-321020",

author = "Samuel Kristal and C. Baumgarth and J{\"o}rg Henseler",

year = "2016",

month = apr,

day = "27",

language = "English",

pages = "--",

note = "11th Global Brand Conference 2016 : Brands that do good ; Conference date: 27-04-2016 Through 29-04-2016",

}