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

Sylvia von Wallpach, +4 more
- 01 Jan 2017 - 
- Vol. 70, pp 395-398
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In this paper, the authors introduce a special section on reciprocal co-creation of stakeholder and brand identities, which is based on recent paradigmatic shifts from managerial to co-creative branding and from consumer to multi-stakeholder approaches in marketing.
About: 
This article is published in Journal of Business Research.The article was published on 2017-01-01 and is currently open access. It has received 55 citations till now. The article focuses on the topics: Corporate branding & Stakeholder.

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‘Masstige’ marketing: A review, synthesis and research agenda

Ajay Kumar, +4 more
- 01 May 2020 - 
TL;DR: The authors reviewed the literature on masstige based marketing and analyzes the evolution of the "masstige strategy" with a focus on how this phenomenon evolved from conventional way of marketing premium brands.
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Exploring Social Media Engagement Behaviors in the Context of Luxury Brands

Iryna Pentina, +2 more
- 13 Feb 2018 - 
TL;DR: In this paper, a content analysis of in-person interviews with luxury shoppers in Paris identified 11 discrete social media engagement behaviors (CEBs) and found that consumer engagement behaviors have dif...
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Brand personality: theory and dimensionality

Gary Davies, +4 more
- 12 Mar 2018 - 
TL;DR: In this article, a theory from human perception was proposed to identify universally relevant dimensions of brand personality. But the theory was not theoretically based, and an alternative approach to both theory and analysis was proposed and successfully tested.
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A renaissance of brand experience: Advancing the concept through a multi-perspective analysis

Daniela Andreini, +3 more
- 01 Oct 2018 - 
TL;DR: Brand experience is one of the most promising concepts to emerge in consumer research over the last decade as mentioned in this paper, but unlike other brand-related concepts, it has often been considered implicitly, not explicitly, in consumption dynamics.
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Corporate Brand Identity Co-creation in Business-to-business Contexts

Oriol Iglesias, +4 more
- 01 Feb 2020 - 
TL;DR: In this article, the authors used a case study method with multiple cases, involving five small and medium sized business-to-business (B2B) corporate brands, to better understand the process of corporate brand identity co-creation.
References
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Book

The Presentation of Self in Everyday Life

Erving Goffman
TL;DR: For instance, in the case of an individual in the presence of others, it can be seen as a form of involuntary expressive behavior as discussed by the authors, where the individual will have to act so that he intentionally or unintentionally expresses himself, and the others will in turn have to be impressed in some way by him.
Book

Modernity and Self-Identity: Self and Society in the Late Modern Age

Anthony Giddens
TL;DR: In the context of a post-traditional order, the self becomes a reflexive project as mentioned in this paper, which is not a term which has much applicability to traditional cultures, because it implies choice within plurality of possible options, and is 'adopted' rather than 'handed down'.
Journal ArticleDOI

Conceptualizing, measuring, and managing customer-based brand equity

Kevin Lane Keller
- 01 Jan 1993 - 
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Journal ArticleDOI

Possessions and the extended self.

Russell W. Belk
- 01 Sep 1988 - 
TL;DR: In this paper, a variety of evidence is presented supporting this simple and compelling premise and implications for consumer behavior are derived for consumer behaviour because the construct of extended self involves consumer behavior rather than buyer behavior, it appears to be a much richer construct than previous formulations positing a relationship between selfconcept and consumer brand choice.
Book

Building Strong Brands

David A. Aaker
TL;DR: In this article, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.
Related Papers (5)

An online discursive inquiry into the social dynamics of multi-stakeholder brand meaning co-creation

Christine Vallaster, +1 more
- 01 Sep 2013 - 

The evolving brand logic: a service-dominant logic perspective

Michael A. Merz, +2 more
- 24 Apr 2009 - 

Toward a theory of brand co-creation with implications for brand governance

Mary Jo Hatch, +2 more
- 23 Aug 2010 - 

Building Brands Together: Emergence and Outcomes of Co-Creation:

Nicholas Ind, +2 more
- 01 May 2013 - 

Consumers and their brands : developing relationship theory in consumer research

Susan Fournier
- 01 Mar 1998 - 
Frequently Asked Questions (12)
Q1. What contributions have the authors mentioned in the paper "Co-creating stakeholder and brand identities: introduction to the special section" ?

This article introduces the special section on reciprocal co-creation of stakeholder and brand identities. 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. Reciprocally, brand identity plays a potentially important role in ongoing interactive identity development processes of stakeholders. 

Challenges for researchers range from measurement and methodological issues in reciprocal identity co-creation research, to understanding the evolution of reciprocal identity co-creation processes over time. 

The core finding is that reciprocal identity co-creation is likely to be affected by cultural differences, and results in different types of co-created identities, both on the brand and stakeholder side. 

This special issue aims to advance dynamic branding thought by furthering a dynamic,process-oriented perspective on brand identity—a concept that is core to both branding theory and practice. 

employees and retailers become manifestations of a brand’s meaning; media can be advocates or adversaries pointing out specific traits of brand identity. 

In the first one, the political marketing agent acts as the initiator of the physical identity, and in the second one, it acts as a facilitator of interactions, which eventually result in a cocreation process. 

Stakeholder identities emerge through the specific use of brands in given contexts and depend on the meanings these brands have to other stakeholders. 

Based on detailed considerations of individual and social identity theory, a critique of research on brand identity, and a review of current performative approaches to branding, this study applies a performativity theory perspective. 

The findings suggest that specific symbols and processes affecting the other entities beyond the dyads facilitate the cocreation of identities. 

Traditional management-oriented literature defines brand identity as “a unique set of brand associations that the brand strategist aspires to create and maintain” (Aaker, 1996, p. 68) or as “a long lasting and stable reference” (Kapferer, 2008, p. 37). 

Stakeholder identity emerges from ongoing interaction with other members of the same stakeholder group but also with different stakeholders. 

the paper by von Wallpach, Hemetsberger and Espersen (2016-this issue) opens a new avenue of fascinating research questions that can lead to a better understanding of stakeholders’ role in the construction of polysemous brands identities.