Session: 4B
Branding and Service Communication II

Chair

Lina Xiong

Time

09:00 - 10:30 on Saturday, 16th of June 2018

Venue

GB16

09:00

Drivers of consumer engagement in brand identity co-creation

Catherine Da Silveira (Universidade Nova de Lisboa), Claudia Simoes (University of Minho)
09:30

Co-opetition and the co-creation of brands: An exploratory study

Linda Robinson (RMIT University)
10:00

The role of brand community for service organization employees

Lina Xiong (Colorado State University), Ceridwyn King (Temple University)