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

Abstract

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 PublicationIstanbul
PublisherEMAC
Publication date2013
Publication statusPublished - 2013
EventThe 42nd EMAC Annual Conference 2013 - Istanbul, Turkey
Duration: 4 Jun 20137 Jun 2013
Conference number: 42
http://www.emac2013.org/

Conference

ConferenceThe 42nd EMAC Annual Conference 2013
Number42
CountryTurkey
CityIstanbul
Period04/06/201307/06/2013
Internet address

Bibliographical note

CBS Library does not have access to the material

Cite this

von Wallpach, S., Hemetsberger, A., & Kornum, N. (2013). Understanding Processes of Multi-Stakeholder Brand-Interessement. In E. Karaosmanoğlu, & A. B. Elmadağ Baş (Eds.), 42nd Annual Conference: Lost in Translation: Marketing in an Interconnected World Istanbul: EMAC.
von Wallpach, Sylvia ; Hemetsberger, Andrea ; Kornum, Niels. / Understanding Processes of Multi-Stakeholder Brand-Interessement. 42nd Annual Conference: Lost in Translation: Marketing in an Interconnected World. editor / Elif Karaosmanoğlu ; A. Banu Elmadağ Baş. Istanbul : EMAC, 2013.
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title = "Understanding Processes of Multi-Stakeholder Brand-Interessement",
abstract = "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.",
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note = "CBS Library does not have access to the material",
year = "2013",
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editor = "Elif Karaosmanoğlu and {Elmadağ Baş}, {A. Banu}",
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von Wallpach, S, Hemetsberger, A & Kornum, N 2013, Understanding Processes of Multi-Stakeholder Brand-Interessement. in E Karaosmanoğlu & AB Elmadağ Baş (eds), 42nd Annual Conference: Lost in Translation: Marketing in an Interconnected World. EMAC, Istanbul, Istanbul, Turkey, 04/06/2013.

Understanding Processes of Multi-Stakeholder Brand-Interessement. / von Wallpach, Sylvia; Hemetsberger, Andrea; Kornum, Niels.

42nd Annual Conference: Lost in Translation: Marketing in an Interconnected World. ed. / Elif Karaosmanoğlu; A. Banu Elmadağ Baş. Istanbul : EMAC, 2013.

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

TY - GEN

T1 - Understanding Processes of Multi-Stakeholder Brand-Interessement

AU - von Wallpach, Sylvia

AU - Hemetsberger, Andrea

AU - Kornum, Niels

N1 - CBS Library does not have access to the material

PY - 2013

Y1 - 2013

N2 - 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.

AB - 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.

KW - Stakeholder

KW - Brand

KW - Co-creation

KW - Interessement

KW - Actor-network theory

M3 - Article in proceedings

BT - 42nd Annual Conference: Lost in Translation

A2 - Karaosmanoğlu, Elif

A2 - Elmadağ Baş, A. Banu

PB - EMAC

CY - Istanbul

ER -

von Wallpach S, Hemetsberger A, Kornum N. Understanding Processes of Multi-Stakeholder Brand-Interessement. In Karaosmanoğlu E, Elmadağ Baş AB, editors, 42nd Annual Conference: Lost in Translation: Marketing in an Interconnected World. Istanbul: EMAC. 2013