Unpacking brand co-creation: a single-case study and empirical consolidation of brand co-creation performances following qualitative meta-synthesis

HIGHLIGHTS

• What: This research has evolved largely independent, leading to disparate findings. Within the theoretical realm of user-generatedcontent, research aims to understand how such content (e_g user-generated-advertisements; branded social media posts) contributes to brand meaning (Burmann and Arnhold 2008; Christodoulides et_al 2011, 2012; Koivisto and Mattila 2020; Teresa Borges-Tiago et_al 2021). While providing an initial approach to BCCP of customers and the brand conductor, the study largely neglects other actors, lacks an internal organisational perspective, and focuses on the development of actors` identities. This study shows that brand managers need to communicate the brand . . .
  

   

  

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