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Co-creating stakeholder and brand identities: introduction to the special section

von Wallpach, Sylvia, Voyer, Benjamin G., Kastanakis, Minas N. and Mühlbacher, Hans (2017) Co-creating stakeholder and brand identities: introduction to the special section. Journal of Business Research, 70. pp. 395-398. ISSN 0148-2963

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Identification Number: 10.1016/j.jbusres.2016.08.028


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 identity. Brand identity continuously emerges as a dynamic outcome of social processes of stakeholder interaction. Reciprocally, brand identity plays a potentially important role in ongoing interactive identity development processes of stakeholders. The special section contributes to deepening the understanding of this reciprocal co-creation of stakeholder and brand identities, through a series of conceptual and empirical articles. The Introduction reviews four articles as well as related commentaries and discusses their contributions towards establishing a new dynamic paradigm of co-created and reciprocal brand and stakeholder identities.

Item Type: Article
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Additional Information: © 2016 Elsevier Inc. © CC BY-NC-ND
Divisions: Psychological and Behavioural Science
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Date Deposited: 09 Dec 2016 14:58
Last Modified: 20 Oct 2021 02:29

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