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View article: Unpacking brand co-creation: a single-case study and empirical consolidation of brand co-creation performances following qualitative meta-synthesis
Unpacking brand co-creation: a single-case study and empirical consolidation of brand co-creation performances following qualitative meta-synthesis Open
An increasing body of research adopts a performative perspective of brands, assuming that multiple actors co-create brands in interrelated brand co-creation performances ( BCCP ). While gaining traction in branding research, empirical work…