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

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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 European Marketing Academy. EMAC.