Performing LEGO

Co-Constructing Stakeholder and Brand Identity

Sylvia von Wallpach, Andrea Hemetsberger, Peter Espersen

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

Abstract

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.
Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy (EMAC) Conference : Marketing in the Age of Data
EditorsKlemens Knöferle, Luk Warlop, Bendik Samuelsen
Number of pages2
Place of PublicationBruxelles
PublisherEuropean Marketing Academy. EMAC
Publication date2016
ISBN (Print)9788282472852
Publication statusPublished - 2016
EventEMAC 2016: Marketing in the Age of Data - BI Norwegian Business School, Oslo, Norway
Duration: 24 May 201627 May 2016
http://www.emac2016.org/

Conference

ConferenceEMAC 2016
LocationBI Norwegian Business School
CountryNorway
CityOslo
Period24/05/201627/05/2016
Internet address

Bibliographical note

CBS Library does not have access to the material

Cite this

von Wallpach, S., Hemetsberger, A., & Espersen, P. (2016). Performing LEGO: Co-Constructing Stakeholder and Brand Identity. In K. Knöferle, L. Warlop, & B. Samuelsen (Eds.), Proceedings of the European Marketing Academy (EMAC) Conference: Marketing in the Age of Data Bruxelles: European Marketing Academy. EMAC.
von Wallpach, Sylvia ; Hemetsberger, Andrea ; Espersen, Peter. / Performing LEGO : Co-Constructing Stakeholder and Brand Identity. Proceedings of the European Marketing Academy (EMAC) Conference: Marketing in the Age of Data. editor / Klemens Knöferle ; Luk Warlop ; Bendik Samuelsen. Bruxelles : European Marketing Academy. EMAC, 2016.
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abstract = "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.",
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von Wallpach, S, Hemetsberger, A & Espersen, P 2016, Performing LEGO: Co-Constructing Stakeholder and Brand Identity. 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, Bruxelles, Oslo, Norway, 24/05/2016.

Performing LEGO : Co-Constructing Stakeholder and Brand Identity. / von Wallpach, Sylvia; Hemetsberger, Andrea; Espersen, Peter.

Proceedings of the European Marketing Academy (EMAC) Conference: Marketing in the Age of Data. ed. / Klemens Knöferle; Luk Warlop; Bendik Samuelsen. Bruxelles : European Marketing Academy. EMAC, 2016.

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

TY - GEN

T1 - Performing LEGO

T2 - Co-Constructing Stakeholder and Brand Identity

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AU - Hemetsberger, Andrea

AU - Espersen, Peter

N1 - CBS Library does not have access to the material

PY - 2016

Y1 - 2016

N2 - 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.

AB - 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.

M3 - Article in proceedings

SN - 9788282472852

BT - Proceedings of the European Marketing Academy (EMAC) Conference

A2 - Knöferle, Klemens

A2 - Warlop, Luk

A2 - Samuelsen, Bendik

PB - European Marketing Academy. EMAC

CY - Bruxelles

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von Wallpach S, Hemetsberger A, Espersen P. Performing LEGO: Co-Constructing Stakeholder and Brand Identity. In Knöferle K, Warlop L, Samuelsen B, editors, Proceedings of the European Marketing Academy (EMAC) Conference: Marketing in the Age of Data. Bruxelles: European Marketing Academy. EMAC. 2016