Co-creating Stakeholder and Brand Identities: Introduction to the Special Section

Sylvia von Wallpach, Benjamin Voyer, Minas Kastanakis, Hans Mühlbacher

Research output: Contribution to journalEditorialResearchpeer-review

Abstract

This article introduces the special section on reciprocal co-creation of stakeholder and brand identities. Branding research and practice traditionally focus on the managerial creation and implementation of brand identity. Based on recent paradigmatic shifts from managerial to co-creative branding and from consumer to multi-stakeholder approaches in marketing, this special section develops a dynamic, process-oriented perspective on brand identity. Brand identity continuously emerges as a dynamic outcome of social processes of stakeholder interaction. Reciprocally, brand identity plays a potentially important role in ongoing interactive identity development processes of stakeholders. The special section contributes to deepening the understanding of this reciprocal co-creation of stakeholder and brand identities, through a series of conceptual and empirical articles. The Introduction reviews four articles as well as related commentaries and discusses their contributions towards establishing a new dynamic paradigm of co-created and reciprocal brand and stakeholder identities.
Original languageEnglish
JournalJournal of Business Research
Volume70
Pages (from-to)395–398
Number of pages4
ISSN0148-2963
DOIs
Publication statusPublished - Jan 2017

Keywords

  • Reciprocal co-creation
  • Stakeholder identity
  • Brand identity
  • Process oriented perspective
  • Interactive identity development

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