Co-creating brand value with Independent Financial Advisors (IFAs): Introducing the spiral model of brand value co-creation.
(2014)
Presentation / Conference Contribution
Tjandra, N. C., Ensor, J., Omar, M., & Thomson, J. R. (2014). Co-creating brand value with Independent Financial Advisors (IFAs): Introducing the spiral model of brand value co-creation. In Proceedings of 47th Academy of Marketing Conference
The concept of co-creation is inspired by the recognition of the changing role of customers from passive participation into active players. This recognition has led to the idea of involving customers in the various stages of the value creation proces... Read More about Co-creating brand value with Independent Financial Advisors (IFAs): Introducing the spiral model of brand value co-creation..