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

Samuel Kristal, C. Baumgarth, Jörg Henseler

Research output: Contribution to conferencePaperpeer-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

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