Co-creation of intangible brand assets: an integrative S-D logic/organic view of brand-based conceptual framework

Victor Saha, Venkatesh Mani, Praveen Goyal, Linda Hollebeek

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearch

Original languageEnglish
Title of host publicationResearch Handbook on Brand Co-Creation
Subtitle of host publicationTheory, Practice and Ethical Implications
EditorsStefan Markovic, Richard Gyrd-Jones, Sylvia von Wallpach, Adam Lindgreen
PublisherEdward Elgar Publishing
Chapter5
Pages80–89
ISBN (Electronic)9781839105425
ISBN (Print)9781839105418
DOIs
Publication statusPublished - 2022 Mar 11
Externally publishedYes

Subject classification (UKÄ)

  • Business Administration

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