Working consumers : co-creation of brand identity, consumer identity and brand community identity
Black, Iain and Veloutsou, Cleopatra (2017) Working consumers : co-creation of brand identity, consumer identity and brand community identity. Journal of Business Research, 70. pp. 416-429. ISSN 0148-2963 (https://doi.org/10.1016/j.jbusres.2016.07.012)
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Abstract
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. The findings suggest that the interactions among these entities co-create their identity, primarily through the actions of highly motivated working consumers. This paper identifies the main dialectic relationships and shows how the effects move beyond the dyads to affect the other entities, including the symbols used in the process of co-creation. The paper concludes with a discussion of the implications for brands, individual consumers, and brand communities.
ORCID iDs
Black, Iain ORCID: https://orcid.org/0000-0001-5135-9126 and Veloutsou, Cleopatra;-
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Item type: Article ID code: 81305 Dates: DateEvent1 January 2017Published1 November 2016Published Online1 July 2016AcceptedNotes: Publisher Copyright: © 2016 Elsevier Inc. Subjects: Social Sciences > Commerce > Marketing. Distribution of products Department: Strathclyde Business School > Marketing Depositing user: Pure Administrator Date deposited: 30 Jun 2022 09:38 Last modified: 28 Nov 2024 13:55 Related URLs: URI: https://strathprints.strath.ac.uk/id/eprint/81305