@incollection{MingioneKristal2023, author = {Mingione, Michela and Kristal, Samuel}, title = {Brand value co-creation: field emergence, applications, measurement and future research directions}, series = {A Research Agenda for Brand Management in a New Era of Consumerism}, booktitle = {A Research Agenda for Brand Management in a New Era of Consumerism}, publisher = {Edward Elgar Publishing}, address = {Cheltenham, UK}, doi = {10.4337/9781803925516.00013}, pages = {89 -- 106}, year = {2023}, language = {en} } @incollection{WereteckiKristal2024, author = {Weretecki, Patrick and Kristal, Samuel}, title = {Brand Value Co-Creation bei der Deutschen Telekom- Das (neu) entdeckte Potential der regionalen Marketingkommunikation}, series = {Marketing-Management : Konzepte - Instrumente - Unternehmensfallstudien / Philip Kotler, Kevin Lane Keller, Alexander Chernev, Marc Oliver Opresnik ; {\"U}bersetzung: Anke Harrer, Oberschleißheim - 16. aktualisierte Aufl. - M{\"u}nchen: Pearson, 2023}, booktitle = {Marketing-Management : Konzepte - Instrumente - Unternehmensfallstudien / Philip Kotler, Kevin Lane Keller, Alexander Chernev, Marc Oliver Opresnik ; {\"U}bersetzung: Anke Harrer, Oberschleißheim - 16. aktualisierte Aufl. - M{\"u}nchen: Pearson, 2023}, publisher = {Pearson}, isbn = {978-3-86894-443-3}, pages = {363 -- 368}, year = {2024}, language = {de} } @article{KristalWeretecki2024, author = {Kristal, Samuel and Weretecki, Patrick}, title = {Social first? Not always! Brand co-creation through regional marketing at Deutsche Telekom}, series = {Transfer: Zeitschrift f{\"u}r Kommunikation \& Markenmanagement}, volume = {70}, journal = {Transfer: Zeitschrift f{\"u}r Kommunikation \& Markenmanagement}, number = {1}, publisher = {New Business Verlag}, pages = {67 -- 71}, year = {2024}, abstract = {Deutsche Telekom, one of the world's leading integrated telecommunications companies, has recently shifted its focus in event marketing to prioritize more personal co-creational communication on regional occasions, rather than largescale events. This paper outlines the three-part LAW-principle that Deutsche Telekom follows in its brand communication in Germany, providing examples for each of the three pillars. The co-creation resulting from brand communication is changing the role of marketing and brand practitioners. They are now required to negotiate with various stakeholders.}, language = {en} }