Co-creating stakeholder and brand identities: A cross-cultural consumer perspective

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• 作者：Benjamin G. Voyer^a ; ^b ; ^{bvoyer@escpeurope.eu" class="auth_mail" title="E-mail the corresponding author} ; Minas N. Kastanakis^a ; ^{mkastanakis@escpeurope.eu" class="auth_mail" title="E-mail the corresponding author} ; Ann Kristin Rhode^c ; ^d
• 关键词：Cross-cultural ; Reciprocal co-creation ; Stakeholder identity ; Consumer identity ; Brand identity
• 刊名：Journal of Business Research
• 出版年：2017
• 出版时间：January 2017
• 年：2017
• 卷：70
• 期：Complete
• 页码：399-410
• 全文大小：535 K

文摘

Co-creation of value and identity is an important topic in consumer research, lying at the heart of several important marketing concepts and offering a better understanding of a wide range of phenomena, such as consumer identity, satisfaction, or brand loyalty. The literature on co-creation of brand and stakeholder identities, however, draws from (and reflects) a focus on cultures with dominant independent selves. Managers are increasingly confronting globalized marketing environments and therefore must understand how cultural differences shape identity development and co-construction, from a brand, consumer, and multiple stakeholder standpoint. Drawing from a critical review of the literature, this study offers a novel conceptual framework, together with a set of propositions, which discusses how cultural differences might affect such reciprocal co-creation processes. The processes and outcomes involved in reciprocal identity co-creation are likely to differ as a function of cultural environments promoting different types of individual-level differences in self-perception. The study concludes by offering a research agenda to deepen understanding of cross-cultural reciprocal identity co-creation.