Working consumers: Co-creation of brand identity, consumer identity and brand community identity

Author:

Black Iain,Veloutsou Cleopatra

Publisher

Elsevier BV

Subject

Marketing

Reference93 articles.

1. Building strong brands;Aaker,1996

2. Beyond the expected self: Loved objects and consumers' identity narratives;Ahuvia;Journal of Consumer Research,2005

3. The social influence of brand community: Evidence from European car clubs;Algesheimer;Journal of Marketing,2005

4. Collaborating with customer communities: Lessons from the Lego Group;Antorini;Sloan Management Review,2012

5. Market-orientated ethnography: Interpretation building and marketing strategy formulation;Arnould;Journal of Marketing Research,1994

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