A Dynamic Perspective on Symbolic Co-branding: The Co-creation of Multiple Brands’ Meaning in the Context of Blogs

Sylvia von Wallpach; Mia Backhausen

A Dynamic Perspective on Symbolic Co-branding: The Co-creation of Multiple Brands’ Meaning in the Context of Blogs

Department of Marketing

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-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 language	English
Title of host publication	Proceedings of the European Marketing Academy (EMAC) Conference : Marketing in the Age of Data
Editors	Klemens Knöferle, Luk Warlop, Bendik Samuelsen
Number of pages	7
Place of Publication	Brussels
Publisher	European Marketing Academy. EMAC
Publication date	2016
Publication status	Published - 2016
Event	The 45th EMAC Annual Conference 2016: Marketing in the Age of Data - BI Norwegian Business School, Oslo, Norway Duration: 24 May 2016 → 27 May 2016 Conference number: 45 http://www.emac2016.org/

Conference

Conference	The 45th EMAC Annual Conference 2016
Number	45
Location	BI Norwegian Business School
Country/Territory	Norway
City	Oslo
Period	24/05/2016 → 27/05/2016
Internet address	http://www.emac2016.org/

Series	Proceedings of the European Marketing Academy
ISSN	2709-1589

Keywords

Symbolic co-branding
Multi-stakeholder co-creation
Blogs

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Persistent link

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 European Marketing Academy. EMAC. Proceedings of the European Marketing Academy

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. Brussels : European Marketing Academy. EMAC, 2016. (Proceedings of the European Marketing Academy).

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title = "A Dynamic Perspective on Symbolic Co-branding: The Co-creation of Multiple Brands{\textquoteright} 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{\textquoteright}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{\textquoteright} 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{\textquoteright} 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",

year = "2016",

language = "English",

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publisher = "European Marketing Academy. EMAC",

editor = "Klemens Kn{\"o}ferle and Luk Warlop and Bendik Samuelsen",

booktitle = "Proceedings of the European Marketing Academy (EMAC) Conference",

note = "The 45th EMAC Annual Conference 2016 ; Conference date: 24-05-2016 Through 27-05-2016",

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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, Brussels, Proceedings of the European Marketing Academy, The 45th EMAC Annual Conference 2016, 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. Brussels: European Marketing Academy. EMAC, 2016. (Proceedings of the European Marketing Academy).

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

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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. Brussels: European Marketing Academy. EMAC. 2016. (Proceedings of the European Marketing Academy).