Co-creating corporate brand identity with online brand communities: stakeholder and process-oriented perspectivesTools Essamri, Azzouz (2019) Co-creating corporate brand identity with online brand communities: stakeholder and process-oriented perspectives. PhD thesis, University of Nottingham.
AbstractContrary to the traditional conceptualisation of corporate brand identity as a static concept that is defined and articulated through an internally strategic driven process, the contemporary logic of branding characterises brand identity as dynamic and co-created through continuous interactions with multiple stakeholders in social contexts. Despite recent work on how brand communities and individuals contribute towards brand identity construction, our understanding of the iterative and reciprocal processes of stakeholder interaction involved in the co-creation of brand identity is still under-developed. Current research in brand management literature does not provide systematic insights into processes and activities involved in the formation of brand identity.
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