Richard Gyrd-Jones

TL;DR: In this paper, the authors consider the impact of the complex ecosystems that lie behind both the brand and its stakeholders in order to create synergistic outcomes, and they find that successful co-creation outcomes are dependent on value and cultural complementarities, but that these outcomes can be jeopardized when there are not also complementary cultures in the process of direct firm-stakeholder interaction.

TL;DR: In this article, the role of knowledge sharing in both firm-sponsored and user-generated online Brand Communities (OBCs) on Facebook is explored, where data were collected using netnography, an appropriate yet under-applied methodological technique used to investigate the consumer behaviour of cultures and communities present on the Internet.

TL;DR: In this article, the authors compare individual and collective articulations of a Nike related brand community with the intended brand identity, revealing a nested system of identities in the interplay between brand identities and community identities.

TL;DR: The evolution of corporate branding literature since the seminal paper by Balmer is evaluated in this article, where the authors give special attention to issues of corporate communication, corporate identity, corporate vision, multiple stakeholders, alignment, multiple voices, corporate values and organisational culture.

TL;DR: The role of the corporate brand as a strategic resource in orienting innovation projects has only been cursorily addressed in the literature as mentioned in this paper, where the authors suggest that traditional marketoriented strategies should be complemented with intuitive thinking and abductive reasoning as associated with the concept of design thinking.