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

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-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 languageEnglish
Title of host publicationConference Proceedings EMAC 2014. European Marketing Academy 43rd Annual Conference : Paradigm Shifts & Interactions
EditorsEnrique Bigné
Number of pages7
Place of PublicationBrussels
PublisherEuropean Marketing Academy. EMAC
Publication date2014
Publication statusPublished - 2014
EventThe 43rd EMAC Annual Conference 2014: Paradigm Shifts & Interactions - The University of Valencia, Valencia, Spain
Duration: 3 Jun 20146 Jun 2014
Conference number: 43
http://www.emac2014.eu/

Conference

ConferenceThe 43rd EMAC Annual Conference 2014
Number43
LocationThe University of Valencia
CountrySpain
CityValencia
Period03/06/201406/06/2014
Internet address
SeriesProceedings of the European Marketing Academy
ISSN2709-1589

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