An Online Discursive Inquiry into the Social Dynamics of Multi-stakeholder Brand Meaning Co-creation

Christine Vallaster, Sylvia von Wallpach

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Brand research increasingly recognizes the active role of multiple stakeholders in co-creating brand meaning and the importance of new social media supporting stakeholders in their co-creation efforts. However, empirical insights into the social process of online multi-stakeholder brand meaning co-creation are so far missing. This study contributes to existing research by illuminating the social dynamics that characterize multi-stakeholder brand meaning co-creation in a virtual environment. The authors undertake an online discursive inquiry focusing on stakeholders’ textual interactions regarding the UK Gate Gourmet brand crisis. The empirical study aggregates online stakeholder texts to illustrate (a) relationships between salient stakeholders and (b) discursive strategies and resources stakeholders apply to co-create brand meaning. The article concludes that brand meaning results from simultaneous interactions between interdependent stakeholders in a network (termed multi-log). Successfully managing brands requires management's active engagement in this multi-log.
Brand research increasingly recognizes the active role of multiple stakeholders in co-creating brand meaning and the importance of new social media supporting stakeholders in their co-creation efforts. However, empirical insights into the social process of online multi-stakeholder brand meaning co-creation are so far missing. This study contributes to existing research by illuminating the social dynamics that characterize multi-stakeholder brand meaning co-creation in a virtual environment. The authors undertake an online discursive inquiry focusing on stakeholders’ textual interactions regarding the UK Gate Gourmet brand crisis. The empirical study aggregates online stakeholder texts to illustrate (a) relationships between salient stakeholders and (b) discursive strategies and resources stakeholders apply to co-create brand meaning. The article concludes that brand meaning results from simultaneous interactions between interdependent stakeholders in a network (termed multi-log). Successfully managing brands requires management's active engagement in this multi-log.
LanguageEnglish
JournalJournal of Business Research
Volume66
Issue number9
Pages1505–1515
ISSN0148-2963
DOIs
StatePublished - 2013

Keywords

    Cite this

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    An Online Discursive Inquiry into the Social Dynamics of Multi-stakeholder Brand Meaning Co-creation. / Vallaster, Christine; von Wallpach, Sylvia.

    In: Journal of Business Research, Vol. 66, No. 9, 2013, p. 1505–1515.

    Research output: Contribution to journalJournal articleResearchpeer-review

    TY - JOUR

    T1 - An Online Discursive Inquiry into the Social Dynamics of Multi-stakeholder Brand Meaning Co-creation

    AU - Vallaster,Christine

    AU - von Wallpach,Sylvia

    PY - 2013

    Y1 - 2013

    N2 - Brand research increasingly recognizes the active role of multiple stakeholders in co-creating brand meaning and the importance of new social media supporting stakeholders in their co-creation efforts. However, empirical insights into the social process of online multi-stakeholder brand meaning co-creation are so far missing. This study contributes to existing research by illuminating the social dynamics that characterize multi-stakeholder brand meaning co-creation in a virtual environment. The authors undertake an online discursive inquiry focusing on stakeholders’ textual interactions regarding the UK Gate Gourmet brand crisis. The empirical study aggregates online stakeholder texts to illustrate (a) relationships between salient stakeholders and (b) discursive strategies and resources stakeholders apply to co-create brand meaning. The article concludes that brand meaning results from simultaneous interactions between interdependent stakeholders in a network (termed multi-log). Successfully managing brands requires management's active engagement in this multi-log.

    AB - Brand research increasingly recognizes the active role of multiple stakeholders in co-creating brand meaning and the importance of new social media supporting stakeholders in their co-creation efforts. However, empirical insights into the social process of online multi-stakeholder brand meaning co-creation are so far missing. This study contributes to existing research by illuminating the social dynamics that characterize multi-stakeholder brand meaning co-creation in a virtual environment. The authors undertake an online discursive inquiry focusing on stakeholders’ textual interactions regarding the UK Gate Gourmet brand crisis. The empirical study aggregates online stakeholder texts to illustrate (a) relationships between salient stakeholders and (b) discursive strategies and resources stakeholders apply to co-create brand meaning. The article concludes that brand meaning results from simultaneous interactions between interdependent stakeholders in a network (termed multi-log). Successfully managing brands requires management's active engagement in this multi-log.

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    KW - Virtual discourse

    KW - Brand meaning co-creation

    U2 - 10.1016/j.jbusres.2012.09.012

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