Understanding Processes of Multi-Stakeholder Brand-Interessement

Sylvia von Wallpach; Andrea Hemetsberger; Niels Kornum

Understanding Processes of Multi-Stakeholder Brand-Interessement

Sylvia von Wallpach, Andrea Hemetsberger, Niels Kornum

Department of Marketing

University of Innsbruck

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-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 language	English
Title of host publication	42^nd Annual Conference: Lost in Translation : Marketing in an Interconnected World
Editors	Elif Karaosmanoğlu, A. Banu Elmadağ Baş
Number of pages	7
Place of Publication	Brussels
Publisher	European Marketing Academy. EMAC
Publication date	2013
Publication status	Published - 2013
Event	The 42nd EMAC Annual Conference 2013: Lost in Translation: Marketing in an Interconnected World - Istanbul Technical University, Istanbul, Turkey Duration: 4 Jun 2013 → 7 Jun 2013 Conference number: 42 http://www.emac2013.org/

Conference

Conference	The 42nd EMAC Annual Conference 2013
Number	42
Location	Istanbul Technical University
Country/Territory	Turkey
City	Istanbul
Period	04/06/2013 → 07/06/2013
Internet address	http://www.emac2013.org/

Series	Proceedings of the European Marketing Academy
ISSN	2709-1589

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Persistent link

Cite this

@inproceedings{ef2f9f8ba9e34ea0b9cdb11d71e26043,

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.",

keywords = "Stakeholder, Brand, Co-creation, Interessement, Actor-network theory",

author = "{von Wallpach}, Sylvia and Andrea Hemetsberger and Niels Kornum",

year = "2013",

language = "English",

series = "Proceedings of the European Marketing Academy",

publisher = "European Marketing Academy. EMAC",

editor = "Elif Karaosmanoğlu and {Elmadağ Ba{\c s}}, {A. Banu}",

booktitle = "42nd Annual Conference: Lost in Translation",

note = "The 42nd EMAC Annual Conference 2013 ; Conference date: 04-06-2013 Through 07-06-2013",

url = "http://www.emac2013.org/",

}

von Wallpach, S, Hemetsberger, A & Kornum, N 2013, Understanding Processes of Multi-Stakeholder Brand-Interessement. in E Karaosmanoğlu & AB Elmadağ Baş (eds), 42^nd Annual Conference: Lost in Translation: Marketing in an Interconnected World. European Marketing Academy. EMAC, Brussels, Proceedings of the European Marketing Academy, The 42nd EMAC Annual Conference 2013, Istanbul, Turkey, 04/06/2013.

Understanding Processes of Multi-Stakeholder Brand-Interessement. / von Wallpach, Sylvia; Hemetsberger, Andrea; Kornum, Niels.
42^nd Annual Conference: Lost in Translation: Marketing in an Interconnected World. ed. / Elif Karaosmanoğlu; A. Banu Elmadağ Baş. Brussels: European Marketing Academy. EMAC, 2013. (Proceedings of the European Marketing Academy).

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

TY - GEN

T1 - Understanding Processes of Multi-Stakeholder Brand-Interessement

AU - von Wallpach, Sylvia

AU - Hemetsberger, Andrea

AU - Kornum, Niels

N1 - Conference code: 42

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

T3 - Proceedings of the European Marketing Academy

BT - 42nd Annual Conference: Lost in Translation

A2 - Karaosmanoğlu, Elif

A2 - Elmadağ Baş, A. Banu

PB - European Marketing Academy. EMAC

CY - Brussels

T2 - The 42nd EMAC Annual Conference 2013

Y2 - 4 June 2013 through 7 June 2013

ER -