Co-creating stakeholder and brand identities: Introduction to the special section |
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| Institution: | 1. Copenhagen Business School, Department of Marketing, Solbjerg Plads 3C, 3rd floor, 2000 Frederiksberg, Denmark;2. ESCP Europe, 527 Finchley Road, Hampstead, London NW3 7BG, UK;3. London School of Economics and Political Science, UK;4. International University of Monaco, INSEEC Research Center, Monaco;1. Faculty of Computing, Engineering and Built Environment, Birmingham City University, Birmingham B5 5JU, UK;2. School of Civil and Mechanical Engineering, Curtin University, GPO Box U1987, Perth, WA 6845, Australia;3. Birmingham City Business School, Birmingham City University, Birmingham B5 5JU, UK;1. Western Washington University, Parks Hall 215, MS 9075, 516 High Street, Bellingham, WA 98225, USA;2. ISCTE-IUL Business School, Av. Das Forcas Armadas, 1649-026 Lisboa, Portugal;1. Shidler College of Business, University of Hawaiʻi at Mānoa, 2404 Maile Way, Honolulu, HI 96822, United States;2. Coles College of Business, Kennesaw State University, 1000 Chastain Road Kennesaw, GA 30144, United States;3. School of Business, Hanyang University, 222 Wangsimni-ro, Seongdong-gu, Seoul 04763, Republic of Korea;1. UQ Business School, The University of Queensland, Australia;2. Service Research Center, Karlstad University, Sweden;3. Business Administration, Linköping University, Sweden |
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| 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. |
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