Co-creating polyphony or cacophony? A case study of a public organization’s brand co-creation process and the challenge of orchestrating multiple internal voices
Author
Abstract
Suggested Citation
DOI: 10.1057/s41262-018-0124-2
Download full text from publisher
As the access to this document is restricted, you may want to search for a different version of it.
References listed on IDEAS
- Ramaswamy, Venkat & Ozcan, Kerimcan, 2016. "Brand value co-creation in a digitalized world: An integrative framework and research implications," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 93-106.
- John M T Balmer & Russell Abratt & Nicola Kleyn, 2016. "Corporate brands and corporate marketing: Emerging trends in the big five eco-system," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 3-7, January.
- Kornberger, Martin & Clegg, Stewart R. & Carter, Chris, 2006. "Rethinking the polyphonic organization: Managing as discursive practice," Scandinavian Journal of Management, Elsevier, vol. 22(1), pages 3-30, March.
- Black, Iain & Veloutsou, Cleopatra, 2017. "Working consumers: Co-creation of brand identity, consumer identity and brand community identity," Journal of Business Research, Elsevier, vol. 70(C), pages 416-429.
- Payne, Adrian & Storbacka, Kaj & Frow, Pennie & Knox, Simon, 2009. "Co-creating brands: Diagnosing and designing the relationship experience," Journal of Business Research, Elsevier, vol. 62(3), pages 379-389, March.
- Bernard Cova & Veronique Cova, 2002. "Tribal marketing: The tribalisation of society and its impact on the conduct of marketing," Post-Print hal-01822665, HAL.
- Fournier, Susan & Avery, Jill, 2011. "The uninvited brand," Business Horizons, Elsevier, vol. 54(3), pages 193-207, May.
Citations
Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
Cited by:
- Shaun M. Powell, 2019. "Journal of Brand Management: year end review 2019," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 615-620, November.
- Sarasvuo, Sonja & Rindell, Anne & Kovalchuk, Marina, 2022. "Toward a conceptual understanding of co-creation in branding," Journal of Business Research, Elsevier, vol. 139(C), pages 543-563.
- Linda D. Hollebeek & Moira K. Clark & Wafa Hammedi & René Arvola, 2021. "Cocreated brand value: theoretical model and propositions," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 413-428, July.
- Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 0. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-15.
- Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 2020. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 466-480, July.
- Xavier Ginesta & Jordi de-San-Eugenio-Vela & José-Antonio Corral-Marfil & Jordi Montaña, 2020. "The Role of a City Council in a Place Branding Campaign: The Case of Vic in Catalonia," Sustainability, MDPI, vol. 12(11), pages 1-15, May.
Most related items
These are the items that most often cite the same works as this one and are cited by the same works as this one.- Siano, Alfonso & Vollero, Agostino & Bertolini, Alessandra, 2022. "From brand control to brand co-creation: An integrated framework of brand paradigms and emerging brand perspectives," Journal of Business Research, Elsevier, vol. 152(C), pages 372-386.
- Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2019. "Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"," Journal of Business Research, Elsevier, vol. 96(C), pages 355-365.
- Essamri, Azzouz & McKechnie, Sally & Winklhofer, Heidi, 2019. "Co-creating corporate brand identity with online brand communities: A managerial perspective," Journal of Business Research, Elsevier, vol. 96(C), pages 366-375.
- Anthony Okoeguale, 2023. "Brand Value Co-creation Revisited: A Critical Review of Studies," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, March.
- Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2018. "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis," Journal of Business Research, Elsevier, vol. 91(C), pages 123-133.
- Sarasvuo, Sonja & Rindell, Anne & Kovalchuk, Marina, 2022. "Toward a conceptual understanding of co-creation in branding," Journal of Business Research, Elsevier, vol. 139(C), pages 543-563.
- Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 0. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-15.
- Andrea Stevenson Thorpe & Stephen Roper, 2019. "The Ethics of Gamification in a Marketing Context," Journal of Business Ethics, Springer, vol. 155(2), pages 597-609, March.
- Jeremy J. Sierra & Harry A. Taute, 2019. "Brand tribalism in technology and sport: determinants and outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 209-225, March.
- Chapman, Alexis & Dilmperi, Athina, 2022. "Luxury brand value co-creation with online brand communities in the service encounter," Journal of Business Research, Elsevier, vol. 144(C), pages 902-921.
- Ramaswamy, Venkat & Ozcan, Kerimcan, 2016. "Brand value co-creation in a digitalized world: An integrative framework and research implications," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 93-106.
- Dean, Dianne & Arroyo-Gamez, Ramon E. & Punjaisri, Khanyapuss & Pich, Christopher, 2016. "Internal brand co-creation: The experiential brand meaning cycle in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3041-3048.
- Agostino Vollero & Daniele Dalli & Alfonso Siano, 2016. "Brand negotiation and brand management. An actor-network theory perspective," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(4), pages 23-41.
- Kusi, Samuel Yaw & Gabrielsson, Peter & Baumgarth, Carsten, 2022. "How classical and entrepreneurial brand management increases the performance of internationalising SMEs?," Journal of World Business, Elsevier, vol. 57(5).
- Grant, Annetta & Weijo, Henri & Dacin, Peter A., 2023. "How institutional logics shape fairness in crowdsourcing: The case of Threadless," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 378-397.
- Matti Haverila & Kai Haverila & Caitlin McLaughlin & Mehak Arora, 2022. "Engagement, participation, and relationship quality in the context of co-creation in brand communities," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(3), pages 232-249, September.
- Yu, Xiaolei & Yuan, Chunlin & Kim, Juran & Wang, Shuman, 2021. "A new form of brand experience in online social networks: An empirical analysis," Journal of Business Research, Elsevier, vol. 130(C), pages 426-435.
- Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 2020. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 466-480, July.
- Feng-Shang Wu & Chia-Chang Tsai, 2022. "A Framework of the Value Co-Creation Cycle in Platform Businesses: An Exploratory Case Study," Sustainability, MDPI, vol. 14(9), pages 1-18, May.
- Maria Vernuccio & Tiziano Vescovi, 2016. "Branding in the digital era," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(4), pages 15-22.
More about this item
Keywords
Brand co-creation; Communication; Internal stakeholders; Employees; Branding in public organizations; Corporate branding;All these keywords.
Statistics
Access and download statisticsCorrections
All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jobman:v:26:y:2019:i:3:d:10.1057_s41262-018-0124-2. See general information about how to correct material in RePEc.
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .
Please note that corrections may take a couple of weeks to filter through the various RePEc services.