A Dynamic Perspective on Symbolic Co-branding

The Co-creation of Multiple Brands’ Meaning in the Context of Blogs

Sylvia von Wallpach, Mia Backhausen

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

Abstract

Branding research increasingly acknowledges that brands are not solely the outcome of managerial efforts, but evolve through a continuous process of discursive interaction among multiple, networked stakeholders. Accordingly, brand management is no longer in the position to unilaterally define its brand’s meaning—a challenge that is accentuated when multiple brands form alliances. Focusing on symbolic co-branding, this paper aims to understand how involved brands’ meaning arises from discursive interactions in stakeholder networks (including brand management). A netnographic study in the context of lifestyle and fashion blogs provides in-depth insights into the evolvement of two symbolic co-branding processes. The results highlight various stakeholders’ role in and discursive strategies of creating and transferring meaning between involved brands and add unprecedented insights into symbolic co-branding as a continuous process of brand meaning co-creation.
Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy (EMAC) Conference : Marketing in the Age of Data
EditorsKlemens Knöferle, Luk Warlop, Bendik Samuelsen
Number of pages7
Place of PublicationBruxelles
PublisherEuropean Marketing Academy. EMAC
Publication date2016
Publication statusPublished - 2016
EventEMAC 2016: Marketing in the Age of Data - BI Norwegian Business School, Oslo, Norway
Duration: 24 May 201627 May 2016
http://www.emac2016.org/

Conference

ConferenceEMAC 2016
LocationBI Norwegian Business School
CountryNorway
CityOslo
Period24/05/201627/05/2016
Internet address

Bibliographical note

CBS Library does not have access to the material

Keywords

  • Symbolic co-branding
  • Multi-stakeholder co-creation
  • Blogs

Cite this

von Wallpach, S., & Backhausen, M. (2016). A Dynamic Perspective on Symbolic Co-branding: The Co-creation of Multiple Brands’ Meaning in the Context of Blogs. In K. Knöferle, L. Warlop, & B. Samuelsen (Eds.), Proceedings of the European Marketing Academy (EMAC) Conference: Marketing in the Age of Data Bruxelles: European Marketing Academy. EMAC.
von Wallpach, Sylvia ; Backhausen, Mia. / A Dynamic Perspective on Symbolic Co-branding : The Co-creation of Multiple Brands’ Meaning in the Context of Blogs. Proceedings of the European Marketing Academy (EMAC) Conference: Marketing in the Age of Data. editor / Klemens Knöferle ; Luk Warlop ; Bendik Samuelsen. Bruxelles : European Marketing Academy. EMAC, 2016.
@inproceedings{0acf1f3f479f49b181224b71ce5dba87,
title = "A Dynamic Perspective on Symbolic Co-branding: The Co-creation of Multiple Brands’ Meaning in the Context of Blogs",
abstract = "Branding research increasingly acknowledges that brands are not solely the outcome of managerial efforts, but evolve through a continuous process of discursive interaction among multiple, networked stakeholders. Accordingly, brand management is no longer in the position to unilaterally define its brand’s meaning—a challenge that is accentuated when multiple brands form alliances. Focusing on symbolic co-branding, this paper aims to understand how involved brands’ meaning arises from discursive interactions in stakeholder networks (including brand management). A netnographic study in the context of lifestyle and fashion blogs provides in-depth insights into the evolvement of two symbolic co-branding processes. The results highlight various stakeholders’ role in and discursive strategies of creating and transferring meaning between involved brands and add unprecedented insights into symbolic co-branding as a continuous process of brand meaning co-creation.",
keywords = "Symbolic co-branding, Multi-stakeholder co-creation, Blogs, Symbolic co-branding, Multi-stakeholder co-creation, Blogs",
author = "{von Wallpach}, Sylvia and Mia Backhausen",
note = "CBS Library does not have access to the material",
year = "2016",
language = "English",
editor = "Klemens Kn{\"o}ferle and Luk Warlop and Bendik Samuelsen",
booktitle = "Proceedings of the European Marketing Academy (EMAC) Conference",
publisher = "European Marketing Academy. EMAC",

}

von Wallpach, S & Backhausen, M 2016, A Dynamic Perspective on Symbolic Co-branding: The Co-creation of Multiple Brands’ Meaning in the Context of Blogs. in K Knöferle, L Warlop & B Samuelsen (eds), Proceedings of the European Marketing Academy (EMAC) Conference: Marketing in the Age of Data. European Marketing Academy. EMAC, Bruxelles, Oslo, Norway, 24/05/2016.

A Dynamic Perspective on Symbolic Co-branding : The Co-creation of Multiple Brands’ Meaning in the Context of Blogs. / von Wallpach, Sylvia; Backhausen, Mia.

Proceedings of the European Marketing Academy (EMAC) Conference: Marketing in the Age of Data. ed. / Klemens Knöferle; Luk Warlop; Bendik Samuelsen. Bruxelles : European Marketing Academy. EMAC, 2016.

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

TY - GEN

T1 - A Dynamic Perspective on Symbolic Co-branding

T2 - The Co-creation of Multiple Brands’ Meaning in the Context of Blogs

AU - von Wallpach, Sylvia

AU - Backhausen, Mia

N1 - CBS Library does not have access to the material

PY - 2016

Y1 - 2016

N2 - Branding research increasingly acknowledges that brands are not solely the outcome of managerial efforts, but evolve through a continuous process of discursive interaction among multiple, networked stakeholders. Accordingly, brand management is no longer in the position to unilaterally define its brand’s meaning—a challenge that is accentuated when multiple brands form alliances. Focusing on symbolic co-branding, this paper aims to understand how involved brands’ meaning arises from discursive interactions in stakeholder networks (including brand management). A netnographic study in the context of lifestyle and fashion blogs provides in-depth insights into the evolvement of two symbolic co-branding processes. The results highlight various stakeholders’ role in and discursive strategies of creating and transferring meaning between involved brands and add unprecedented insights into symbolic co-branding as a continuous process of brand meaning co-creation.

AB - Branding research increasingly acknowledges that brands are not solely the outcome of managerial efforts, but evolve through a continuous process of discursive interaction among multiple, networked stakeholders. Accordingly, brand management is no longer in the position to unilaterally define its brand’s meaning—a challenge that is accentuated when multiple brands form alliances. Focusing on symbolic co-branding, this paper aims to understand how involved brands’ meaning arises from discursive interactions in stakeholder networks (including brand management). A netnographic study in the context of lifestyle and fashion blogs provides in-depth insights into the evolvement of two symbolic co-branding processes. The results highlight various stakeholders’ role in and discursive strategies of creating and transferring meaning between involved brands and add unprecedented insights into symbolic co-branding as a continuous process of brand meaning co-creation.

KW - Symbolic co-branding

KW - Multi-stakeholder co-creation

KW - Blogs

KW - Symbolic co-branding

KW - Multi-stakeholder co-creation

KW - Blogs

M3 - Article in proceedings

BT - Proceedings of the European Marketing Academy (EMAC) Conference

A2 - Knöferle, Klemens

A2 - Warlop, Luk

A2 - Samuelsen, Bendik

PB - European Marketing Academy. EMAC

CY - Bruxelles

ER -

von Wallpach S, Backhausen M. A Dynamic Perspective on Symbolic Co-branding: The Co-creation of Multiple Brands’ Meaning in the Context of Blogs. In Knöferle K, Warlop L, Samuelsen B, editors, Proceedings of the European Marketing Academy (EMAC) Conference: Marketing in the Age of Data. Bruxelles: European Marketing Academy. EMAC. 2016