Linking Strategy-As-Practice Knowledge and Multi-Stakeholder Brand Meaning Co-Creation: Insights from a Small, Non-Commercial Institutional Context

Christine Vallaster; Sylvia von Wallpach

Linking Strategy-As-Practice Knowledge and Multi-Stakeholder Brand Meaning Co-Creation: Insights from a Small, Non-Commercial Institutional Context

Christine Vallaster, Sylvia von Wallpach

Institut for Afsætningsøkonomi

Publikation: Bidrag til bog/antologi/rapport › Konferencebidrag i proceedings › Forskning › peer review

Abstract

In this paper, we adopt a strategy-as-practice perspective and establish a link to the practices of brand meaning cocreation. We contribute empirical insights gained in the context of a small, non-commercial institution. The results show that brand meaning co-creation is a fluid, social phenomenon that involves practices which are determined by the relevant context of company internal and external stakeholders. Also, the particularities in brand management that come about when a number of stakeholder groups cocreate brand meaning are crystallized.

Originalsprog	Engelsk
Titel	Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions
Redaktører	Enrique Bigné
Antal sider	7
Udgivelsessted	Brussels
Forlag	European Marketing Academy. EMAC
Publikationsdato	2014
Status	Udgivet - 2014
Begivenhed	The 43rd EMAC Annual Conference 2014: Paradigm Shifts & Interactions - The University of Valencia, Valencia, Spanien Varighed: 3 jun. 2014 → 6 jun. 2014 Konferencens nummer: 43 http://www.emac2014.eu/

Konference

Konference	The 43rd EMAC Annual Conference 2014
Nummer	43
Lokation	The University of Valencia
Land/Område	Spanien
By	Valencia
Periode	03/06/2014 → 06/06/2014
Internetadresse	http://www.emac2014.eu/

Navn	Proceedings of the European Marketing Academy
ISSN	2709-1589

Emneord

Strategy-As-Practice
Brand meaning co-creation
Kindergarten context

Adgang til dokumentet

http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdfLicens: Ikke-specificeret

Handle.net

Persistent link

Citationsformater

Vallaster, C., & von Wallpach, S. (2014). Linking Strategy-As-Practice Knowledge and Multi-Stakeholder Brand Meaning Co-Creation: Insights from a Small, Non-Commercial Institutional Context. I E. Bigné (red.), Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions European Marketing Academy. EMAC. http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdf

Vallaster, Christine ; von Wallpach, Sylvia. / Linking Strategy-As-Practice Knowledge and Multi-Stakeholder Brand Meaning Co-Creation : Insights from a Small, Non-Commercial Institutional Context. Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. red. / Enrique Bigné. Brussels : European Marketing Academy. EMAC, 2014. (Proceedings of the European Marketing Academy).

@inproceedings{c0172bcd0bb741a886917bcf90035c3e,

title = "Linking Strategy-As-Practice Knowledge and Multi-Stakeholder Brand Meaning Co-Creation: Insights from a Small, Non-Commercial Institutional Context",

abstract = "In this paper, we adopt a strategy-as-practice perspective and establish a link to the practices of brand meaning cocreation. We contribute empirical insights gained in the context of a small, non-commercial institution. The results show that brand meaning co-creation is a fluid, social phenomenon that involves practices which are determined by the relevant context of company internal and external stakeholders. Also, the particularities in brand management that come about when a number of stakeholder groups cocreate brand meaning are crystallized.",

keywords = "Strategy-As-Practice, Brand meaning co-creation, Kindergarten context",

author = "Christine Vallaster and {von Wallpach}, Sylvia",

year = "2014",

language = "English",

series = "Proceedings of the European Marketing Academy",

publisher = "European Marketing Academy. EMAC",

editor = "Enrique Bign{\'e}",

booktitle = "Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference",

note = "The 43rd EMAC Annual Conference 2014 ; Conference date: 03-06-2014 Through 06-06-2014",

url = "http://www.emac2014.eu/",

}

Vallaster, C & von Wallpach, S 2014, Linking Strategy-As-Practice Knowledge and Multi-Stakeholder Brand Meaning Co-Creation: Insights from a Small, Non-Commercial Institutional Context. i E Bigné (red.), Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. European Marketing Academy. EMAC, Brussels, Proceedings of the European Marketing Academy, The 43rd EMAC Annual Conference 2014, Valencia, Spanien, 03/06/2014. <http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdf>

Linking Strategy-As-Practice Knowledge and Multi-Stakeholder Brand Meaning Co-Creation: Insights from a Small, Non-Commercial Institutional Context. / Vallaster, Christine; von Wallpach, Sylvia.
Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. red. / Enrique Bigné. Brussels: European Marketing Academy. EMAC, 2014. (Proceedings of the European Marketing Academy).

Publikation: Bidrag til bog/antologi/rapport › Konferencebidrag i proceedings › Forskning › peer review

TY - GEN

T1 - Linking Strategy-As-Practice Knowledge and Multi-Stakeholder Brand Meaning Co-Creation

T2 - The 43rd EMAC Annual Conference 2014

AU - Vallaster, Christine

AU - von Wallpach, Sylvia

N1 - Conference code: 43

PY - 2014

Y1 - 2014

N2 - In this paper, we adopt a strategy-as-practice perspective and establish a link to the practices of brand meaning cocreation. We contribute empirical insights gained in the context of a small, non-commercial institution. The results show that brand meaning co-creation is a fluid, social phenomenon that involves practices which are determined by the relevant context of company internal and external stakeholders. Also, the particularities in brand management that come about when a number of stakeholder groups cocreate brand meaning are crystallized.

AB - In this paper, we adopt a strategy-as-practice perspective and establish a link to the practices of brand meaning cocreation. We contribute empirical insights gained in the context of a small, non-commercial institution. The results show that brand meaning co-creation is a fluid, social phenomenon that involves practices which are determined by the relevant context of company internal and external stakeholders. Also, the particularities in brand management that come about when a number of stakeholder groups cocreate brand meaning are crystallized.

KW - Strategy-As-Practice

KW - Brand meaning co-creation

KW - Kindergarten context

M3 - Article in proceedings

T3 - Proceedings of the European Marketing Academy

BT - Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference

A2 - Bigné, Enrique

PB - European Marketing Academy. EMAC

CY - Brussels

Y2 - 3 June 2014 through 6 June 2014

ER -

Vallaster C, von Wallpach S. Linking Strategy-As-Practice Knowledge and Multi-Stakeholder Brand Meaning Co-Creation: Insights from a Small, Non-Commercial Institutional Context. I Bigné E, red., Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. Brussels: European Marketing Academy. EMAC. 2014. (Proceedings of the European Marketing Academy).