Corporations engage young people and musicians in brand-building activities. These activities unfold in media-dense social spaces. Social networking sites, the
“No other book compares...This is the book students reference during their four years at university.” – Tara Konya, Southern New Hampshire University, USA
Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research H
This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European lu