Results 261 to 270 of about 386,927 (307)

Timescapes of brand co-creation: A time-based multi-stakeholder place branding framework

Marketing Theory
Brands are not static and evolve over time, yet the critical role of time in brand dynamics remains under-theorised. This paper proposes a time-based framework for place brand co-creation. It examines how time explains three key components of multi-stakeholder branding: participation, leadership, and the co-created brand. By introducing the concepts of
Cecilia Pasquinelli, Jasper Eshuis
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Brand Co-creation

2018
Nowadays, brands face a socioeconomic scenario that is characterized by online communities, decentralized organizations, fast and flexible new production facilities, and a rapid evolution of information technologies (Lindfelt & Törnroos, 2006). This evolution has led to an improved brand-stakeholder interconnectivity, which has provided brands with
von Wallpach, Sylvia, Gyrd-Jones, Richard, Markovic, Stefan   +2 more
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Brand management in a co-creation perspective:Communication as constitutive of brands

2022
This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the CCO (Communication as Constitutive of Organization) perspective with the branding literature.
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Gamification as a platform for brand co-creation experiences

Journal of Brand Management, 2017
This study is aimed at establishing a connection between brand gamified experiences and brand value co-creation, based on a literature review and insights from exploratory research. Consumers’ motivations to get involved with gamified experiences and their impact on consumer engagement and brand experience are analyzed.
Helena Nobre, André Ferreira
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Co-creation: Building brands together

2017
Since its invention as a theory and practice in the early 2000s, co-creation has boomed. Organizations conduct co-creation programmes, specialist consultancies provide co-creation advice and academic researchers use it in a diverse range of fields (Prahalad and Ramaswamy, 2003, 2004; Ramaswamy and Gouillart, 2010; Fuller et al, 2009; Fuller, 2010 ...
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CELEBRITIES AS HUMAN BRANDS: AN INQUIRY ON STAKEHOLDER-ACTOR CO-CREATION OF BRAND IDENTITIES

Global marketing conference proceeding, 2016
This paper examines the co-creation of human brands identities exemplified by celebrities in a stakeholder-actor approach. By bringing together the theoretical web of service-dominant logic, stakeholder theory, actor-network theory, and consumer culture theory, we argue that human brand identities are co-created by multiple stakeholder-actors that have
Dave Centeno, Jeff Jianfeng Wang
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Brand identity and virtual brand community for the success of co-creation

J. for International Business and Entrepreneurship Development, 2016
In social media, interaction can occur between users inside a virtual brand community (VBC) centred on brand, which actively participate in the co-creation (CC) process. Social media also contribute to identify brand identity (BI) and to the process of consumers' identification in VBC.
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Brand Strategy Co-Creation in a Nonprofit Context: A Strategy-as-Practice Approach

Nonprofit and Voluntary Sector Quarterly, 2018
Literature increasingly acknowledges stakeholders’ voluntary involvement in formerly internal processes and structures of nonprofit organizations. This article contributes to extant literature by investigating how stakeholders get involved in and co-create brand strategy, a core intangible asset for nonprofit organizations.
Vallaster, Christine, von Wallpach, Sylvia   +1 more
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The Mediating Roles of Brand Engagement and Brand Psychological Ownership in Brand Co-creation

2016
This study examines the psychological mechanism of brand co-creation effect from the perspective of interpersonal relations. We propose a theoretic model that depicts the influence of feedback valence of other people’s comments on consumers’ proposal of new product marketing plan in a brand co-creation project.
Chang, Aihwa, Tseng, Timmy H., Tung, Pei-Ju   +2 more
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Co-creation of place brands?

2021
Jenny Rowley, Sonya Hanna
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