Constructing a typology of virtual city brand co-creation practices: an ecological approach
PurposeThe paper aims to offer an approach that allows an analysis and construction of a typology of virtual city brand co-creation practices.Design/methodology/approachThe approach is illustrated by using data collected in regard to the branding of Stockholm; it is based on visual representations expressing the process in which brand co-creation unfolds in a network of different affective modalit
