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

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review

Abstrakt

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.
OriginalsprogEngelsk
TitelConference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions
RedaktørerEnrique Bigné
Antal sider7
Udgivelses stedBrussels
ForlagEMAC
Publikationsdato2014
StatusUdgivet - 2014
BegivenhedThe 43rd EMAC Annual Conference 2014: Paradigm Shifts & Interactions - The University of Valencia, Valencia, Spanien
Varighed: 3 jun. 20146 jun. 2014
Konferencens nummer: 43
http://www.emac2014.eu/

Konference

KonferenceThe 43rd EMAC Annual Conference 2014
Nummer43
LokationThe University of Valencia
LandSpanien
ByValencia
Periode03/06/201406/06/2014
Internetadresse

Bibliografisk note

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Emneord

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

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 EMAC. http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdf