Mahmoud Abdel Hamid Saleh

Brand Co-creation in the Saudi Telecommunication Sector: Antecedents and Consequences from Customer Perspective

Mahmoud Abdel Hamid Saleh & Meteb Naif Alotaibi · Journal of Economics, Management and Trade · 2018

Brand co-creation has been a crucial concept in contemporary marketing. The growing interest in co-creation had its impact on business research efforts as a support mechanism for developing the firm’s brands to meet its customer requirements and enhance the company’s competitive...