Is co-creation really a booster for brand equity? The role of co-creation in observer-based brand equity (OBBE)

Samuel Kristal, Carsten Baumgarth, Carolin Behnke, Jörg Henseler
  • Journal of Product & Brand Management, May 2016, Emerald
  • DOI: 10.1108/jpbm-05-2015-0893

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