DSpace at Bangkok University >
Graduate School >
Master Degree >
Independent Studies - Master >

Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/4107

Title: Co-creation of Brands: A Bibliometrics Assessment of Existing Literature
Authors: Nils Love Amadeus Noren
Keywords: co-creation
Issue Date: 2019
Abstract: This study aims to identify the theoretical foundation of literature and describe research trends and themes on the topic of co-creation of branding. To do so, we introduce a bibliometrics assessment of current literature. With bibliometrics software we analyze a dataset retrieved from the Scopus database. The results suggest that the foundation of the literature can be traced to ideas that challenge previous fundamental views in marketing and value creation. Alongside the theoretical foundations we are through bibliographic coupling able to identify four coherent themes within the field of research, (1) The shift from traditional to online marketing, (2) Stakeholder engagement, (3) Experience and Value Co-creation, and (4) Co-creation through social media. The study is an introductory bibliometrics assessment which will allow further research on the topic.
Description: Independent study (M.M.)--Business Innovation, Graduate School, Bangkok University, 2019
Subjects: Brand name products
Branding (Marketing)
Bibliography -- Evaluation
Advisor(s): Dr. Ronald Vatananan-Thesenvitz
URI: http://dspace.bu.ac.th/jspui/handle/123456789/4107
Appears in Collections:Independent Studies - Master
Independent Studies

Files in This Item:

File Description SizeFormat
amadeus-noren.pdf11.01 MBAdobe PDFView/Open
View Statistics

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.


  DSpace Software Copyright © 2002-2010  Duraspace - Feedback