Co-creating stakeholder and brand identities: a cross-cultural consumer perspective

Voyer, Benjamin G., Kastanakis, Minas N. and Rhode, Ann Kristin (2017) Co-creating stakeholder and brand identities: a cross-cultural consumer perspective. Journal of Business Research, 70. 399 - 410. ISSN 0148-2963

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Abstract

Co-creation of value and identity is an important topic in consumer research, lying at the heart of several important marketing concepts and offering a better understanding of a wide range of phenomena, such as consumer identity, satisfaction, or brand loyalty. The literature on co-creation of brand and stakeholder identities, however, draws from (and reflects) a focus on cultures with dominant independent selves. Managers are increasingly confronting globalized marketing environments and therefore must understand how cultural differences shape identity development and co-construction, from a brand, consumer, and multiple stakeholder standpoint. Drawing from a critical review of the literature, this study offers a novel conceptual framework, together with a set of propositions, which discusses how cultural differences might affect such reciprocal co-creation processes. The processes and outcomes involved in reciprocal identity co-creation are likely to differ as a function of cultural environments promoting different types of individual-level differences in self-perception. The study concludes by offering a research agenda to deepen understanding of cross-cultural reciprocal identity co-creation.

Item Type:	Article
Official URL:	http://www.sciencedirect.com/science/journal/01482...
Additional Information:	© 2016 Elsevier
Divisions:	Psychological and Behavioural Science
Subjects:	H Social Sciences > HM Sociology
Date Deposited:	08 Dec 2016 09:34
Last Modified:	12 Dec 2024 01:23
URI:	http://eprints.lse.ac.uk/id/eprint/68552

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