The organic view of the brand: A brand value co-creation model - Iglesias, Oriol; Ind, Nicholas; Alfaro, Manuel (The journal of brand management, 2013)
Keywords: Brand management; Brands; Business and Management; Consumers; Employees; Fast moving consumer goods; Management; Managers; Market strategy; Marketing; Original Article; Product differentiation; Stakeholders; Studies; corporate brand; co-creation; multiple stakeholders; value; organic view of the brand; brand management