Linking Strategy-As-Practice Knowledge and Multi-Stakeholder Brand Meaning Co-Creation: Insights from a Small, Non-Commercial Institutional Context

Christine Vallaster; Sylvia von Wallpach

Linking Strategy-As-Practice Knowledge and Multi-Stakeholder Brand Meaning Co-Creation: Insights from a Small, Non-Commercial Institutional Context

Christine Vallaster, Sylvia von Wallpach

Department of Marketing

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

Abstract

In this paper, we adopt a strategy-as-practice perspective and establish a link to the practices of brand meaning cocreation. We contribute empirical insights gained in the context of a small, non-commercial institution. The results show that brand meaning co-creation is a fluid, social phenomenon that involves practices which are determined by the relevant context of company internal and external stakeholders. Also, the particularities in brand management that come about when a number of stakeholder groups cocreate brand meaning are crystallized.

Original language	English
Title of host publication	Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions
Editors	Enrique Bigné
Number of pages	7
Place of Publication	Brussels
Publisher	European Marketing Academy. EMAC
Publication date	2014
Publication status	Published - 2014
Event	The 43rd EMAC Annual Conference 2014: Paradigm Shifts & Interactions - The University of Valencia, Valencia, Spain Duration: 3 Jun 2014 → 6 Jun 2014 Conference number: 43 http://www.emac2014.eu/

Conference

Conference	The 43rd EMAC Annual Conference 2014
Number	43
Location	The University of Valencia
Country/Territory	Spain
City	Valencia
Period	03/06/2014 → 06/06/2014
Internet address	http://www.emac2014.eu/

Series	Proceedings of the European Marketing Academy
ISSN	2709-1589

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http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdfLicence: Unspecified

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Cite this

Vallaster, C., & von Wallpach, S. (2014). Linking Strategy-As-Practice Knowledge and Multi-Stakeholder Brand Meaning Co-Creation: Insights from a Small, Non-Commercial Institutional Context. In E. Bigné (Ed.), Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions European Marketing Academy. EMAC. Proceedings of the European Marketing Academy http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdf

Vallaster, Christine ; von Wallpach, Sylvia. / Linking Strategy-As-Practice Knowledge and Multi-Stakeholder Brand Meaning Co-Creation : Insights from a Small, Non-Commercial Institutional Context. Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. editor / Enrique Bigné. Brussels : European Marketing Academy. EMAC, 2014. (Proceedings of the European Marketing Academy).

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abstract = "In this paper, we adopt a strategy-as-practice perspective and establish a link to the practices of brand meaning cocreation. We contribute empirical insights gained in the context of a small, non-commercial institution. The results show that brand meaning co-creation is a fluid, social phenomenon that involves practices which are determined by the relevant context of company internal and external stakeholders. Also, the particularities in brand management that come about when a number of stakeholder groups cocreate brand meaning are crystallized.",

keywords = "Strategy-As-Practice, Brand meaning co-creation, Kindergarten context",

author = "Christine Vallaster and {von Wallpach}, Sylvia",

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publisher = "European Marketing Academy. EMAC",

editor = "Enrique Bign{\'e}",

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note = "The 43rd EMAC Annual Conference 2014 ; Conference date: 03-06-2014 Through 06-06-2014",

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Vallaster, C & von Wallpach, S 2014, Linking Strategy-As-Practice Knowledge and Multi-Stakeholder Brand Meaning Co-Creation: Insights from a Small, Non-Commercial Institutional Context. in E Bigné (ed.), Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. European Marketing Academy. EMAC, Brussels, Proceedings of the European Marketing Academy, The 43rd EMAC Annual Conference 2014, Valencia, Spain, 03/06/2014. <http://adeit.estaticos.econgres.es/2014EMAC/guia2014.pdf>

Linking Strategy-As-Practice Knowledge and Multi-Stakeholder Brand Meaning Co-Creation: Insights from a Small, Non-Commercial Institutional Context. / Vallaster, Christine; von Wallpach, Sylvia.
Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. ed. / Enrique Bigné. Brussels: European Marketing Academy. EMAC, 2014. (Proceedings of the European Marketing Academy).

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

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Vallaster C, von Wallpach S. Linking Strategy-As-Practice Knowledge and Multi-Stakeholder Brand Meaning Co-Creation: Insights from a Small, Non-Commercial Institutional Context. In Bigné E, editor, Conference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference: Paradigm Shifts & Interactions. Brussels: European Marketing Academy. EMAC. 2014. (Proceedings of the European Marketing Academy).