Commentary on “Working consumers: Co-creation of brand identity, consumer identity, and brand community identity”

Roderick J. Brodie

Journal of Business Research, 2017, vol. 70, issue C, 430-431

Abstract: This commentary highlights the specific role of the political marketing agent, which, in the case of the “Yes Scotland” campaign triggered multiple dynamic opportunities to create dialogues between all stakeholders, thus enhancing reciprocal value co-creation. Two processes contribute to the reciprocal identity and value co-creation: Brand Identification and Branding as Shared and Common Meanings. In the first process, the political marketing agent acts as the initiator of the physical identity; in the second process, the agent acts as a facilitator of interactions, which eventually result in a co-creation process. A discussion of how the learning objectives and marketing activities differ among the two processes concludes the commentary.

Date: 2017
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:70:y:2017:i:c:p:430-431

DOI: 10.1016/j.jbusres.2016.07.013

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