Co-creation in branding is gaining momentum. This study contributes to the branding
literature by combining a systematic search and a critical review of 148 articles focusing on …

Although the concept of value co-creation has been predominant in the marketing discipline,
there remains surprisingly little research on value co-creation in branding. This paper aims …

Although research on branding in higher education has grown, a specific focus on internal
branding in this sector is still scarce. Brand support by mid-level administrative staff and …

We propose metaverse as a medium for customer brand active engagement and for
stimulating the purchase intentions towards a brand in real world. The participants recruited …

Purpose This study aims to examine the relationship between brand orientation and
financial performance in business-to-business (B2B) small-and medium-sized enterprises …

Purpose In response to global competitive challenges, universities recently started
developing better strategies for branding. Branding has been used as a differentiation …

Purpose This paper aims to investigate how brand identity is co-created, with a specific
focus on how employees contributed to the process in a five-star hotel setting. The focus of …

Purpose The purpose of this paper is to better understand the voice of the internal
stakeholder in a way that emphasizes the internal stakeholder as an active force and …

Purpose Internal branding efforts are essential in improving employee performance in
services marketing. Drawing on reformulation of attitude theory, this paper aims to contribute …

This study examines the link between employee engagement and internal branding. It seeks
to understand which antecedent factors healthcare professionals consider important for …