Skip to main content

Marketing Research

Brand Experience, Sustainable Touchpoints, and Customer Contributions

Kei Aoki, Osaka Jogakuin UniversityFollow
Efua Obeng, Howard UniversityFollow
Aberdeen Leila Borders, Kennesaw State UniversityFollow
Deborah Lester, Kennesaw State UniversityFollow

Keywords

brand experience, touchpoint, advocacy, WOM, co-creation

Document Type

Proceedings Abstract

Included in

Marketing Commons

COinS

Brand Experience, Sustainable Touchpoints, and Customer Contributions