Joint creation of brand meaning

In the scientific discourse around the subject of branding a paradigm change has been noticed in the past few years: Management does not have total control over the brand, but a variety of internal and external stakeholders, and their own context, influence the desired meaning of the brand. Thus, the brand meaning is a social process which develops inbetween many actors and constanly keeps changing. The „public“ life of a brand on the internet increases this process.

 

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I published the following publications on this topic jointly with my co-authors:

 

Vallaster, C. and von Wallpach, S. (2014)

Linking strategy-as-practice knowledge and multi-stakeholder brand meaning co-creation: Insights from a small, non-commercial institutional context

EMAC Valencia, June 3rd – 6th, Spain

Vallaster, C. and von Wallpach, S. (2013)

An online discursive inquiry into the social dynamics of multi-stakeholder brand meaning co-creation

Journal of Business Research, 66 (9), 1505-1515

Vallaster, Christine and von Wallpach, Sylvia (2011)

Brand meaning co-creation of newcomers: a founder's perspective.

7th International Conference of the AMs SIG on Brand, Identity, and Corporate Reputation, Oxford

 

Vallaster, C. and von Wallpach, S. (2010)

The Struggle for Corporate Legitimacy: A Discursive Inquiry into Multi-stakeholder Brand Meaning Co-creation.

Paper presented at the The 6th International Colloquium of the Academy of Marketing (Brand, Corporate Identity and Reputation Special Interest Group) ESADE, Barcelona, Spain

 

Vallaster, C., L. de Chernatony, and von Wallpach, S. (2005)

Weblogs: How they contribute to co-construct a corporate brand: The case of Gate Gourmet

Paper presented at Branding Conference in Birmingham