Abstract
This chapter offers a brief commentary on the four chapters in this section of the book on brand narratives. It highlights the common themes across these chapters and their joint thematic focus on brands as being co-created between organizations and consumers and other stakeholders. The chapter discusses the contributions of each chapters to this common theme around the role of social media, polysemy and voice, and ends with recommendations for further research on brand narratives and co-creation. These recommendations are to enrich theorizing and to connect brand co-creation to questions of the purpose and responsibilities of private organizations in society.
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