Refereed article in compilation book (A3)

A Conceptual Analysis of Labels Referring to Brand Co-Creation

List of AuthorsTähtinen Jaana, Suomi Kati

EditorsStefan Markovic, Richard Gyrd-Jones, Sylvia von Wallpach, Adam Lindgreen


Publication year2022

Book title *Research handbook on brand co-creation: Theory, practice, and ethical implications

Start page2

End page31




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As research on brand co-creation is rapidly increasing, it is time to take a look at its theoretical grounding; the current conceptual language. This chapter examines the conceptual state of brand co-creation research by focusing on i) the definitions of the concepts and ii) the descriptions of the terms used to refer to brand co-creation. The aim is to reveal and clarify any conceptual confusions and to disentangle the concept combinations used. We apply Conceptual Analysis Method, which is also further developed in the process. As an outcome, the chapter offers conceptual maps of the five most used concepts. The maps illuminate the complexity of the phenomenon and aid future research to bolster multi-vocal theory development.

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Last updated on 2022-15-11 at 13:49