Abstract
We study the interactive narratives that underpin the emergence of corporate brand identity in new venture SMEs. We apply a process perspective that considers the complex interactions between layers of identities and sense-making in and around the organisation in the stakeholder eco-system. We propose a typology of brand identity drivers that reflects a co-creative approach to the emergence of brand identity.
Originalsprog | Engelsk |
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Titel | Proceedings of the European Marketing Academy (EMAC) Conference : Marketing in the Age of Data |
Redaktører | Klemens Knöferle, Luk Warlop, Bendik Samuelsen |
Antal sider | 2 |
Udgivelsessted | Brussels |
Forlag | European Marketing Academy. EMAC |
Publikationsdato | 2016 |
ISBN (Trykt) | 9788282472852 |
Status | Udgivet - 2016 |
Begivenhed | The 45th EMAC Annual Conference 2016: Marketing in the Age of Data - BI Norwegian Business School, Oslo, Norge Varighed: 24 maj 2016 → 27 maj 2016 Konferencens nummer: 45 http://www.emac2016.org/ |
Konference
Konference | The 45th EMAC Annual Conference 2016 |
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Nummer | 45 |
Lokation | BI Norwegian Business School |
Land/Område | Norge |
By | Oslo |
Periode | 24/05/2016 → 27/05/2016 |
Internetadresse |
Navn | Proceedings of the European Marketing Academy |
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ISSN | 2709-1589 |