Results 281 to 290 of about 458,685 (318)

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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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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Reciprocal Corporate Brand Identity Co-creation

2020
Corporate brand identity used to be considered as a fixed and stable managerial creation. This conventional approach has been challenged because stakeholders do not necessarily interpret and enact the corporate brand identity as the management intends. Researchers have begun to recognize corporate brand identity as a co-created process through dynamic ...
Qiu, Yuqian, Iglesias, Oriol, Markovic, Stefan   +2 more
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We are brand: Brand co-creation as an engine for new forms of welfare services

ServDes 2018: Service Design Proof of Concept, 2018
The paper investigates the role of brands in new forms of welfare services, introducing the concept of brand co-creation as a mean to bring cohesion, motivation and alignment inside the new networks that underlie these services.
Matteo Colombo, Elena Enrica Giunta, P. Papetti   +2 more
semanticscholar   +1 more source

Social media brand communities and brand value co-creation: Evidences from Italy

MERCATI & COMPETITIVITÀ, 2018
This paper aims to demonstrate how consumers’ identification and engagement in social media brand communities are antecedents of brand loyalty intention and electronicword of mouth (E-WOM). Because E-WOM may be considered as a proxy to measure consumers’ propensity to participate in brand value co-creation, the present study assessed which factors ...
Rialti, Riccardo, Zollo, Lamberto, LAUDANO, MARIA CARMEN, Ciappei, Cristiano   +3 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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From brand control to brand co-creation: An integrated framework of brand paradigms and emerging brand perspectives

Journal of business research, 2022
Alfonso Siano, A. Vollero, Alessandra Bertolini   +2 more
semanticscholar   +1 more source

Brand co-creation in tourism industry: The role of guide-tourist interaction

Journal of Hospitality and Tourism Management, 2021
Yang Liu, Jianxin Li, S. Sheng
semanticscholar   +1 more source

Co-creation of place brands?

2021
Jenny Rowley, Sonya Hanna
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Brand value co-creation factors: stakeholder approach [PDF]

Published in Review of Applied Socio-Economic Research, 2013
The aim of the article is reveal brand value creation from different point of views: customers and stakeholders. Literature analysis suggests brand value has become an important metric for brand health for consumers and corporate performance metric for many companies and investors.
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