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

Benjamin G. Voyer, Minas N. Kastanakis and Ann Kristin Rhode

Journal of Business Research, 2017, vol. 70, issue C, 399-410

Abstract: 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.

Keywords: Cross-cultural; Reciprocal co-creation; Stakeholder identity; Consumer identity; Brand identity (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:70:y:2017:i:c:p:399-410

DOI: 10.1016/j.jbusres.2016.07.010

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