مقاله انگلیسی به سوی درک مفهومی از ایجاد مشترک در برندسازی
Abstract
Keywords
Introduction
Themes for the critical review
Method
Findings from the critical review
Toward a conceptual understanding of co-creation in branding
Declaration of Competing Interest
Appendix A. Article selection
Appendix B. Full overview of literature reviewx
References
ABSTRACT
Co-creation in branding is gaining momentum. This study contributes to the branding literature by combining a systematic search and a critical review of 148 articles focusing on co-creation in branding, published in 55 academic journals. Three themes guide this critical review: (1) What is co-creation? (2) Who initiates and who participates in co-creation? (3) What is co-created and for whom? The findings reveal that co-creation is considered a process of interaction and influencing among various participating parties. A classification of different types of co-creation crystallizes the conditions under which co-creation is proposed to occur. This article contributes by proposing a new definition as a starting point to guide further research: Co-creation in branding refers to a process of intentional interaction between or among two or more parties that influences a brand. Three positioning questions are proposed for future research. Marketers may gain significant new market understanding through cocreation in branding.