Co-creating stakeholder and brand identities: Introduction to the special section

详细信息    查看全文

• 作者：Sylvia von Wallpach^a ; ^{svw.marktg@cbs.dk" class="auth_mail" title="E-mail the corresponding author} ; Benjamin Voyer^b ; ^c ; ^{bvoyer@escpeurope.eu" class="auth_mail" title="E-mail the corresponding author} ; Minas Kastanakis^b ; ^{mkastanakis@escpeurope.eu" class="auth_mail" title="E-mail the corresponding author} ; Hans Mü ; hlbacher^d ; ^{hmuhlbacher@inseec.com" class="auth_mail" title="E-mail the corresponding author}
• 关键词：Reciprocal co-creation ; Stakeholder identity ; Brand identity ; Process oriented perspective ; Interactive identity development
• 刊名：Journal of Business Research
• 出版年：2017
• 出版时间：January 2017
• 年：2017
• 卷：70
• 期：Complete
• 页码：395-398
• 全文大小：188 K

文摘

This article introduces the special section on reciprocal co-creation of stakeholder and brand identities. Branding research and practice traditionally focus on the managerial creation and implementation of brand identity. Based on recent paradigmatic shifts from managerial to co-creative branding and from consumer to multi-stakeholder approaches in marketing, this special section develops a dynamic, process-oriented perspective on brand identity. Brand identity continuously emerges as a dynamic outcome of social processes of stakeholder interaction. Reciprocally, brand identity plays a potentially important role in ongoing interactive identity development processes of stakeholders. The special section contributes to deepening the understanding of this reciprocal co-creation of stakeholder and brand identities, through a series of conceptual and empirical articles. The Introduction reviews four articles as well as related commentaries and discusses their contributions towards establishing a new dynamic paradigm of co-created and reciprocal brand and stakeholder identities.