Performing LEGO: Co-Constructing Stakeholder and Brand Identity

Sylvia von Wallpach, Andrea Hemetsberger, Peter Espersen

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

Abstrakt

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.
OriginalsprogEngelsk
TitelProceedings of the European Marketing Academy (EMAC) Conference : Marketing in the Age of Data
RedaktørerKlemens Knöferle, Luk Warlop, Bendik Samuelsen
Antal sider2
UdgivelsesstedBrussels
ForlagEuropean Marketing Academy. EMAC
Publikationsdato2016
ISBN (Trykt)9788282472852
StatusUdgivet - 2016
BegivenhedThe 45th EMAC Annual Conference 2016: Marketing in the Age of Data - BI Norwegian Business School, Oslo, Norge
Varighed: 24 maj 201627 maj 2016
Konferencens nummer: 45
http://www.emac2016.org/

Konference

KonferenceThe 45th EMAC Annual Conference 2016
Nummer45
LokationBI Norwegian Business School
LandNorge
ByOslo
Periode24/05/201627/05/2016
Internetadresse
NavnProceedings of the European Marketing Academy
ISSN2709-1589

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