|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
|Conference||11th Global Brand Conference 2016|
|Period||27/04/16 → 29/04/16|
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.