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Co-creating corporate brand identity with online brand communities: a managerial perspective

Essamri, A.; McKechnie, S.; Winklhofer, H.

Authors

A. Essamri



Abstract

Contemporary branding literature views brand identity as socially constructed through complex interactions between multiple stakeholders. Despite extant work on how brand communities and individuals contribute towards brand identity formation, our understanding of management-led processes constituting part of the wider process of a socially constructed brand identity is still under-developed. Drawing on in-depth interviews with senior executives of a luxury automotive company and a netnography of its online brand community, we develop a process model of corporate brand identity co-creation, comprising three management-led processes: ‘nurturing brand passion’, ‘bridging’ corporate brand identity meanings and ‘partnering’, and associated activities through which management contribute to the wider process of corporate brand identity formation with community members and other stakeholders. By highlighting the interlinked and recursive nature of these processes and activities in the resulting model, the study offers a deeper understanding of the ways in which management are involved in co-creating corporate brand identity.

Journal Article Type Article
Publication Date 2019-03
Journal Journal of Business Research
Print ISSN 0148-2963
Electronic ISSN 0148-2963
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 96
Pages 366-375
APA6 Citation Essamri, A., McKechnie, S., & Winklhofer, H. (2019). Co-creating corporate brand identity with online brand communities: a managerial perspective. Journal of Business Research, 96, 366-375. https://doi.org/10.1016/j.jbusres.2018.07.015
DOI https://doi.org/10.1016/j.jbusres.2018.07.015
Keywords Corporate branding; brand identity; co-creation; online brand communities
Publisher URL https://www.sciencedirect.com/science/article/pii/S014829631830328X
Copyright Statement Copyright information regarding this work can be found at the following address: http://creativecommons.org/licenses/by-nc-nd/4.0

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Copyright Statement
Copyright information regarding this work can be found at the following address: http://creativecommons.org/licenses/by-nc-nd/4.0





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