# From brand control to brand co-creation: An integrated framework of brand paradigms and emerging brand perspectives

> Research article (Journal of Business Research, 2022) · cited 40× · AI/ML

**Wikidata**: [openalex:W4295006241](https://www.wikidata.org/wiki/openalex:W4295006241)  
**Source**: https://4ort.xyz/entity/from-brand-control-to-brand-co-creation-an-integrated-framework-of-brand-paradigms-and-emerging-brand-perspectives