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 study. A four step conceptual approach facilitates the conceptual design as well as a structure for the findings. The first purpose of the study is to evaluate the specific way that the identity of each of the three stakeholder groups facilitates Hatfield city brand meaning co-creation. The second purpose is to evaluate how Hatfield city brand meaning co-creation affects each stakeholder identity of the three Hatfield stakeholder groups. Both purposes are achieved through the research design and findings. We conclude by capturing how each city stakeholder identity “lives the brand.” Thus, the paper demonstrates an interactive brand due to the relationship between stakeholder city brand meaning co-creation on one hand, and stakeholder identity on the other. Understanding this interaction is important for brand managers and resident groups working to improve the resident experience.