We study the interactive narratives that underpin the emergence of corporate brand identity in new venture SMEs. We apply a process perspective that considers the complex interactions between layers of identities and sense-making in and around the organisation in the stakeholder eco-system. We propose a typology of brand identity drivers that reflects a co-creative approach to the emergence of brand identity.
|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||2|
|Place of Publication||Brussels|
|Publisher||European Marketing Academy. EMAC|
|Publication status||Published - 2016|
|Event||EMAC 2016: Marketing in the Age of Data - BI Norwegian Business School, Oslo, Norway|
Duration: 24 May 2016 → 27 May 2016
|Location||BI Norwegian Business School|
|Period||24/05/2016 → 27/05/2016|
Bibliographical noteCBS Library does not have access to the material
Gyrd-Jones, R., & Törmälä, M. (2016). Corporate Brand Identity Development in SMEs: A New Co-creative Typology. 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.