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

Sylvia von Wallpach, Benjamin Voyer, Minas Kastanakis and Hans Mühlbacher

Journal of Business Research, 2017, vol. 70, issue C, 395-398

Abstract: This article introduces the special section on reciprocal co-creation of stakeholder and brand identities. Branding research and practice traditionally focus on the managerial creation and implementation of brand identity. Based on recent paradigmatic shifts from managerial to co-creative branding and from consumer to multi-stakeholder approaches in marketing, this special section develops a dynamic, process-oriented perspective on brand identity. Brand identity continuously emerges as a dynamic outcome of social processes of stakeholder interaction. Reciprocally, brand identity plays a potentially important role in ongoing interactive identity development processes of stakeholders. 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.

Keywords: Reciprocal co-creation; Stakeholder identity; Brand identity; Process oriented perspective; Interactive identity development (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (25)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:70:y:2017:i:c:p:395-398

DOI: 10.1016/j.jbusres.2016.08.028

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