Browsing 2020 MU dissertations - Freely available online by Thesis Advisor "Rodgers, Shelly"
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A survey of brand co-creation and online brand community engagement with U.S. consumers
(University of Missouri--Columbia, 2020)The focus of the research is on the application of brand co-creation and online brand community (OBC) engagement as increasingly popular concepts in the areas of branding, brand management, and advertising. A theoretical ...