Understanding Processes of Multi-Stakeholder Brand-Interessement

Sylvia von Wallpach, Andrea Hemetsberger, Niels Kornum

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


The new “stakeholder-focus brand era” (Merz, He, & Vargo 2009, p.337) puts stakeholders and their role in brand co-creation center stage. Yet, insights into the dynamics of multi-stakeholder brand co-creation are still sparse. Applying a network theory approach, this article advances stakeholder-oriented branding theory by investigating into discursive strategies multiple stakeholders use to engage in and mobilize brand networks on social media sites. An empirical investigation into two prominent online LEGO sites uncovers the role of social media sites as actors, and the interests and respective discursive strategies of stakeholders involved in co-creating the brand LEGO.
Original languageEnglish
Title of host publication42nd Annual Conference: Lost in Translation : Marketing in an Interconnected World
EditorsElif Karaosmanoğlu, A. Banu Elmadağ Baş
Number of pages7
Place of PublicationBrussels
PublisherEuropean Marketing Academy. EMAC
Publication date2013
Publication statusPublished - 2013
EventThe 42nd EMAC Annual Conference 2013: Lost in Translation: Marketing in an Interconnected World - Istanbul Technical University, Istanbul, Turkey
Duration: 4 Jun 20137 Jun 2013
Conference number: 42


ConferenceThe 42nd EMAC Annual Conference 2013
LocationIstanbul Technical University
Internet address
SeriesProceedings of the European Marketing Academy

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