Brand love Co-Creation in digitalized supply chain management: A study on framework development and research implications

The study presents an integrative framework of brand love co-creation with theoretical underpinnings in joint with digital customer experiential creation of brand love. Main idea of this framework are brand love platforms entailing both relational activities and offerings, at the intersection of joint parties of experiential co-creators (whether in their role as customers) and co-creational enterprises as organizing the practice of brand love cocreation (whether in their role as innovating or marketing offerings or managing network relations).