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Assessing Customer Brand Co-Creation on Interactive Media in the Beverage Category: A Social Exchange Theory Perspective.

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Title: Assessing Customer Brand Co-Creation on Interactive Media in the Beverage Category: A Social Exchange Theory Perspective.
Authors: Inkumsah, Winston Asiedu1 winston.inkumsah@upsamail.edu.gh, Abdul-Hamid, Ibn Kailan1 ikabdul-hamid@upsamail.edu.gh, Twumasi, Yaa Amponsah1 yatwumasi@upsamail.edu.gh, Amponsah, Robert Yaw1 robert.amponsah@upsamail.edu.gh, Iddrisu, Mustapha1 mustapha.iddrisu@upsamail.edu.gh, Ayiku, Andrews1 ayiku.andrews@upsamail.edu.gh
Source: Advances in Consumer Research. Jun2026, Vol. 3 Issue 6, p571-592. 22p.
Database: Business Source Ultimate
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Header DbId: bsu
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An: 195190467
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PubType: Conference
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  Data: Assessing Customer Brand Co-Creation on Interactive Media in the Beverage Category: A Social Exchange Theory Perspective.
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  Data: <searchLink fieldCode="JN" term="%22Advances+in+Consumer+Research%22">Advances in Consumer Research</searchLink>. Jun2026, Vol. 3 Issue 6, p571-592. 22p.
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        Text: English
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              Text: Jun2026
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              Y: 2026
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