Essays about: "André Forsberg Berntsson"

Found 1 essay containing the words André Forsberg Berntsson.

  1. 1. Brand Value Co-Creation on Social Media: How and Why Consumers Engage in Co-Creation - A Netnographic Study Investigating a Consumer Perspective on Value Co-Creation

    University essay from Göteborgs universitet/Graduate School

    Author : Julia Estrella; André Forsberg Berntsson; [2022-08-04]
    Keywords : Brand Evolution; Brand Value; CCCV; Customer Categories; Online Brand Communities; Co-Creation on Social Media;

    Abstract : Social media has elevated consumers' role in the process of brand value creation, emphasizing the view that value is co-created. Previous research has provided conceptualizations and broad descriptions, leaving a lack of empirical research. READ MORE