The authors explore the ethical challenges of the brand value co-creation process from a managerial perspective. Results show that the main challenges are to develop an authentic brand ethos and to commit and align to this brand ethos the diverse stakeholders that take part in the brand value co-creation process.

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Markovic Markovic, Stefan; Iglesias Bedós, Oriol

Ethical challenges of brand value co-creation

The authors explore the ethical challenges of the brand value co-creation process from a managerial perspective. Results show that the main challenges are to develop an authentic brand ethos and to commit and align to this brand ethos the diverse stakeholders that take part in the brand value co-creation process.
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Ethical challenges of brand value co-creation
Markovic Markovic, Stefan; Iglesias Bedós, Oriol
45th European Marketing Academy Annual Conference (EMAC 2016)
BI Norwegian Business School
Oslo (Norway), 24/05/2016 - 27/05/2016

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