Essays about: "consumer-dominant logic"
Found 1 essay containing the words consumer-dominant logic.
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1. Brands in the Consumers' Hands
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : The research problem originates within the concept of co-creation where traditional roles of organisations and consumers start to shift. Thereby, the issue of who actually controls brand images arises. Consequently, it is unclear how consumers perceive brands that are no longer controlled or even created by organisations. READ MORE
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