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 |
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Title of host publication | 42nd 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 |
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Number | 42 |
Location | Istanbul Technical University |
Country/Territory | Turkey |
City | Istanbul |
Period | 04/06/2013 → 07/06/2013 |
Internet address |
Series | Proceedings of the European Marketing Academy |
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ISSN | 2709-1589 |