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Instead of seeing a brand as something controlled only by its owner, researchers showed that a brand's image is a shared creation.

Lars griebelMatthias anderskiPascal stegmannCristiano ronaldoTeam sportBrand meaning coJournal of business researchUniversity of bernUniversity of bayreuthPremier leagueHuman brandsBrand meaning co creationDigital engagementTim strNew wayHow follower count