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

Research output: Contribution to conferencePaper

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.