Performing LEGO: Co-Constructing Stakeholder and Brand Identity

Sylvia von Wallpach; Andrea Hemetsberger; Peter Espersen

Performing LEGO: Co-Constructing Stakeholder and Brand Identity

Sylvia von Wallpach
, Andrea Hemetsberger
, Peter Espersen

Department of Marketing

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-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 language	English
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 date	2016
ISBN (Print)	9788282472852
Publication status	Published - 2016
Event	The 45th Annual Conference of the European Marketing Academy. EMAC 2016: Marketing in the Age of Data - BI Norwegian Business School, Oslo, Norway Duration: 24 May 2016 → 27 May 2016 Conference number: 45 http://www.emac2016.org/

Conference

Conference	The 45th Annual Conference of the European Marketing Academy. EMAC 2016
Number	45
Location	BI Norwegian Business School
Country/Territory	Norway
City	Oslo
Period	24/05/2016 → 27/05/2016
Internet address	http://www.emac2016.org/

Series	Proceedings of the European Marketing Academy
ISSN	2709-1589

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Cite this

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. Brussels : European Marketing Academy. EMAC, 2016. (Proceedings of the European Marketing Academy).

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title = "Performing LEGO: Co-Constructing Stakeholder and Brand Identity",

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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publisher = "European Marketing Academy. EMAC",

editor = "Klemens Kn{\"o}ferle and Luk Warlop and Bendik Samuelsen",

booktitle = "Proceedings of the European Marketing Academy (EMAC) Conference",

note = "The 45th Annual Conference of the European Marketing Academy. EMAC 2016 ; Conference date: 24-05-2016 Through 27-05-2016",

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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, Brussels, Proceedings of the European Marketing Academy, The 45th Annual Conference of the European Marketing Academy. EMAC 2016, 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. Brussels: European Marketing Academy. EMAC, 2016. (Proceedings of the European Marketing Academy).

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

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M3 - Article in proceedings

SN - 9788282472852

T3 - Proceedings of the European Marketing Academy

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

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