Review paper
Co-creating stakeholder and brand identities: Introduction to the special section
Abstract
This article introduces the special section on reciprocal co-creation of stakeholder and brand identities. Branding research and practice traditionally focus on the managerial creation and implementation of brand identity. Based on recent paradigmatic shifts from managerial to co-creative branding and from consumer to multi-stakeholder approaches in marketing, this special section develops a dynamic, process-oriented perspective on brand...
Paper Details
Title
Co-creating stakeholder and brand identities: Introduction to the special section
Published Date
Jan 1, 2017
Journal
Volume
70
Pages
395 - 398
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