Understanding Processes of Multi-Stakeholder Brand-Interessement

Sylvia von Wallpach, Andrea Hemetsberger, Niels Kornum

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

Abstrakt

The new “stakeholder-focus brand era” (Merz, He, & Vargo 2009, p.337) puts stakeholders and their role in brand co-creation center stage. Yet, insights into the dynamics of multi-stakeholder brand co-creation are still sparse. Applying a network theory approach, this article advances stakeholder-oriented branding theory by investigating into discursive strategies multiple stakeholders use to engage in and mobilize brand networks on social media sites. An empirical investigation into two prominent online LEGO sites uncovers the role of social media sites as actors, and the interests and respective discursive strategies of stakeholders involved in co-creating the brand LEGO.
OriginalsprogEngelsk
Titel42nd Annual Conference: Lost in Translation : Marketing in an Interconnected World
RedaktørerElif Karaosmanoğlu, A. Banu Elmadağ Baş
Antal sider7
Udgivelses stedIstanbul
ForlagEMAC
Publikationsdato2013
StatusUdgivet - 2013
BegivenhedThe 42nd EMAC Annual Conference 2013 - Istanbul, Tyrkiet
Varighed: 4 jun. 20137 jun. 2013
Konferencens nummer: 42
http://www.emac2013.org/

Konference

KonferenceThe 42nd EMAC Annual Conference 2013
Nummer42
LandTyrkiet
ByIstanbul
Periode04/06/201307/06/2013
Internetadresse

Bibliografisk note

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Emneord

  • Stakeholder
  • Brand
  • Co-creation
  • Interessement
  • Actor-network theory

Citationsformater

von Wallpach, S., Hemetsberger, A., & Kornum, N. (2013). Understanding Processes of Multi-Stakeholder Brand-Interessement. I E. Karaosmanoğlu, & A. B. Elmadağ Baş (red.), 42nd Annual Conference: Lost in Translation: Marketing in an Interconnected World EMAC.