Can Community Embeddedness Influence Brand Co-creation?
This is an initiative to invite and collaborate with industry partners regarding the research project: ‘The Role of Community Embeddedness for Brand Co-Creation’, conducted by RMIT University, Melbourne.
The project is based on the new marketing paradigm known as ‘co-creation’ – a strategic approach focusing on customer experiences through interactive relationships. Co-creation allows and encourages a more active involvement from customers to co-create and share valuable experiences with other customers and brand followers, thereby augmenting the brand equity. RMIT University – Read more…