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
EventThe 45th EMAC Annual Conference 2016: Marketing in the Age of Data - BI Norwegian Business School, Oslo, Norway
Duration: 24 May 201627 May 2016
Conference number: 45
http://www.emac2016.org/

Conference

ConferenceThe 45th EMAC Annual Conference 2016
Number45
LocationBI Norwegian Business School
CountryNorway
CityOslo
Period24/05/201627/05/2016
Internet address

Bibliographical note

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Keywords

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

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