Conclusion: Informing Brand Co-Creation and Future Research

The final chapter of this book offers a quick glance at the key theoretical as well as empirical contributions of all the publications and builds the foundations for further development of efficient and effective brand co-creation (BCO) and brand management in the marketing/tourism field. This chapter also offers a summary guide useful for further advanced research in the subjects of BCO, brand management/marketing, or BCO-based business models, which form likely looking stream in tourism marketing domain for academia and business. In this chapter, the key perspectives to offer a practical guide for implementing BCO strategies or brand management and marketing tactics as well as potentially fruitful areas of future research are discussed.