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 |
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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 |
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Nummer | 43 |
Lokation | The University of Valencia |
Land/Område | Spanien |
By | Valencia |
Periode | 03/06/2014 → 06/06/2014 |
Internetadresse |
Navn | Proceedings of the European Marketing Academy |
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ISSN | 2709-1589 |
Emneord
- Strategy-As-Practice
- Brand meaning co-creation
- Kindergarten context