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

Samuel Kristal, C. Baumgarth, Jörg Henseler

Research output: Contribution to conferencePaperAcademicpeer-review

Original languageEnglish
Pages-
Publication statusPublished - 27 Apr 2016
Event11th Global Brand Conference 2016: Brands that do good - University of Bradford, School of Management, Bradford, United Kingdom
Duration: 27 Apr 201629 Apr 2016
Conference number: 11

Conference

Conference11th Global Brand Conference 2016
CountryUnited Kingdom
CityBradford
Period27/04/1629/04/16

Keywords

  • METIS-321020

Cite this

Kristal, S., Baumgarth, C., & Henseler, J. (2016). When co-creation goes wrong. Brand dilution through non-collaborative co-creation. -. Paper presented at 11th Global Brand Conference 2016, Bradford, United Kingdom.
Kristal, Samuel ; Baumgarth, C. ; Henseler, Jörg. / When co-creation goes wrong. Brand dilution through non-collaborative co-creation. Paper presented at 11th Global Brand Conference 2016, Bradford, United Kingdom.
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year = "2016",
month = "4",
day = "27",
language = "English",
pages = "--",
note = "11th Global Brand Conference 2016 : Brands that do good ; Conference date: 27-04-2016 Through 29-04-2016",

}

Kristal, S, Baumgarth, C & Henseler, J 2016, 'When co-creation goes wrong. Brand dilution through non-collaborative co-creation' Paper presented at 11th Global Brand Conference 2016, Bradford, United Kingdom, 27/04/16 - 29/04/16, pp. -.

When co-creation goes wrong. Brand dilution through non-collaborative co-creation. / Kristal, Samuel; Baumgarth, C.; Henseler, Jörg.

2016. - Paper presented at 11th Global Brand Conference 2016, Bradford, United Kingdom.

Research output: Contribution to conferencePaperAcademicpeer-review

TY - CONF

T1 - When co-creation goes wrong. Brand dilution through non-collaborative co-creation

AU - Kristal, Samuel

AU - Baumgarth, C.

AU - Henseler, Jörg

PY - 2016/4/27

Y1 - 2016/4/27

KW - METIS-321020

M3 - Paper

SP - -

ER -

Kristal S, Baumgarth C, Henseler J. When co-creation goes wrong. Brand dilution through non-collaborative co-creation. 2016. Paper presented at 11th Global Brand Conference 2016, Bradford, United Kingdom.