TY - CHAP
T1 - Brands in Action
T2 - Understanding Corporate Branding Dynamics from an Action Net Perspective
AU - von Wallpach, Sylvia
AU - Hemetsberger, Andrea
PY - 2022
Y1 - 2022
N2 - Collaborative, action-centric views that perceive brands as fluid, dynamic, and enacted by multiple stakeholders increasingly gain ground in branding theory and practice. While agreeing that actions are at the core of branding processes, corporate branding literature provides little conceptualization of the role of action. Adopting an action net perspective, this chapter theoretically conceptualizes and empirically illustrates the role of narrative action as both driving force and stabilizing element of corporate brands. Three empirical branding contexts provide exemplary insights into how brand-related actions and connections between them (de)materialise across time, space and different spheres. The chapter advances stakeholder-oriented corporate branding theory and practice by demonstrating how corporate brands form, change and develop in dynamic action nets and how heterogeneity and instability foster dynamic brand identity construction.
AB - Collaborative, action-centric views that perceive brands as fluid, dynamic, and enacted by multiple stakeholders increasingly gain ground in branding theory and practice. While agreeing that actions are at the core of branding processes, corporate branding literature provides little conceptualization of the role of action. Adopting an action net perspective, this chapter theoretically conceptualizes and empirically illustrates the role of narrative action as both driving force and stabilizing element of corporate brands. Three empirical branding contexts provide exemplary insights into how brand-related actions and connections between them (de)materialise across time, space and different spheres. The chapter advances stakeholder-oriented corporate branding theory and practice by demonstrating how corporate brands form, change and develop in dynamic action nets and how heterogeneity and instability foster dynamic brand identity construction.
U2 - 10.4324/9781003035749-9
DO - 10.4324/9781003035749-9
M3 - Book chapter
SN - 9780367476632
SN - 9781032252599
T3 - Routledge Companions in Business, Management and Marketing
SP - 111
EP - 130
BT - The Routledge Companion to Corporate Branding
A2 - Iglesias, Oriol
A2 - Ind, Nicholas
A2 - Schultz, Majken
PB - Routledge
CY - Abingdon
ER -