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 Annual Conference of the European Marketing Academy. EMAC 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 Annual Conference of the European Marketing Academy. EMAC 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

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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).

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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.",

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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 Annual Conference of the European Marketing Academy. EMAC 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

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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).