Reciprocal Corporate Brand Identity Co-creation

Yuqian Qiu, Oriol Iglesias, Stefan Markovic

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


Corporate brand identity used to be considered as a fixed and stable managerial creation. This conventional approach has been challenged because stakeholders do not necessarily interpret and enact the corporate brand identity as the management intends. Researchers have begun to recognize corporate brand identity as a co-created process through dynamic interaction and negotiation between the brand and its stakeholders. However, the existing scant research on corporate brand identity co-creation has been typically conducted in business-to-customer (B2C) contexts, and only a few researchers have studied this in business-to-business (B2B) contexts. This is surprising because B2B corporate brands require more cooperative long-term interactions with multiple stakeholders than B2C corporate brands. To better understand the reciprocal corporate brand identity co-creation between the focal corporate brand and its stakeholder corporate brands, we plan to adopt a multiple case study design by conducting two case studies in the tourism industry. This research aims at gaining a deeper understanding of the complex processes of reciprocal corporate brand identity co-creation.
Original languageEnglish
Title of host publicationProceedings of the EMAC 2020 Regional Conference
Number of pages1
Place of PublicationBrussels
PublisherEuropean Marketing Academy. EMAC
Publication date2020
Publication statusPublished - 2020
Event2020 EMAC Regional Conference (Online) - Online (Faculty of Economics & Business, University of Zagreb)
Duration: 16 Sept 202019 Sept 2020
Conference number: 48


Conference2020 EMAC Regional Conference (Online)
LocationOnline (Faculty of Economics & Business, University of Zagreb)
Internet address
SeriesProceedings of the European Marketing Academy


  • Corporate brand identity co-creation
  • B2B
  • Marketing

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