Sarasvuo, SonjaRindell, AnneKovalchuk, Marina2021-10-282021-10-282021-10-17Sarasvuo , S , Rindell , A & Kovalchuk , M 2021 , ' Toward a conceptual understanding of co-creation in branding ' , Journal of Business Research , vol. 139 , pp. 543-563 . https://doi.org/10.1016/j.jbusres.2021.09.05128558903Mendeley: 00b9bef5-ebf4-324f-88c0-d1dffdb93833ORCID: /0000-0001-6256-7844/work/157101412http://hdl.handle.net/10227/451553Co-creation in branding is gaining momentum. This study contributes to the branding literature by combining a systematic search and a critical review of 148 articles focusing on co-creation in branding, published in 55 academic journals. Three themes guide this critical review: (1) What is co-creation? (2) Who initiates and who participates in co-creation? (3) What is co-created and for whom? The findings reveal that co-creation is considered a process of interaction and influencing among various participating parties. A classification of different types of co-creation crystallizes the conditions under which co-creation is proposed to occur. This article contributes by proposing a new definition as a starting point to guide further research: Co-creation in branding refers to a process of intentional interaction between or among two or more parties that influences a brand. Three positioning questions are proposed for future research. Marketers may gain significant new market understanding through co-creation in branding.212477306engcc_byinfo:eu-repo/semantics/openAccess512 Business and Managementco-creation in brandingsystematic searchcritical reviewdefinition of co-creation in brandingKOTA2021PREM2021_122 - Hybrid open access publication channel1 - Self archivedhttp://hdl.handle.net/10227/4515530- Ingen av författarna har en utländsk affiliation1- Publicerad utomlands0- Ingen affiliation med ett företagAoS: Competition economics and service strategy - Service and customer-oriented managementArticleopenAccess85118148746ba9fccbd-50c5-4042-ba50-4602a344114f