Corporate identity in the brand co-creation era.

Working Consumers: Co-Creation of Brand Identity, Consumer Identity and Brand Community Identity

The creation of identity, in terms of both consumer identity and brand identity, is a core topic in marketing theory. Based on participant ethnography of Yes Edinburgh North & Leith, part of Yes Scotland, the national referendum campaign supporting Scottish independence, this paper explores identity co-creation among three entities: The brand, the individual consumer, and the brand community. T...

Brand-meaning co-creation by stakeholders: an interactive city brand

Using a quantitative study, this article considers the reciprocal relationship between stakeholder, city brand meaning co-creation and stakeholder identity. This study is pioneering in that it firmly establishes the existence of an interactive brand due to the reciprocal relationship for two of three sets of stakeholders. Three stakeholder groups in Hatfield, UK provide the context for the stud...

Remodelling design as co-creation in the era of globalisation

Criticisms of design frequently focus on its central role in the proliferation of consumer culture in the context of globalisation. This paper considers an experimental design that intervenes in these conceptions of design. By evoking the historical design ethos of co-creating, advocated by Global Tools in Italy in the 1970s, I contend that the furniture series Digestion (1998-2000) by French d...

The Influence of Customer Value Co-Creation Behavior on SME Brand Equity: An Empirical Analysis

Competition in the service industry is intense. To deliver value-added services, more companies are focusing on consumers as a powerful means of establishing firm performance through dialog, participation, and engagement. However, scant research has been conducted to examine whether customer value co-creation can boost brand equity, particularly among SMEs. To address these shortcomings in the ...

Brand Value Co-creation: towards a Multiple Stakeholder Perspective