Traditionally, corporate brand identity was considered to be directed and controlled by managers. However, more recent research has begun to recognize the limits of this view, which has led to the emergence of a stakeholder-driven, dynamic perspective, in which multiple stakeholders co-create diverse corporate brand meanings. This perspective argues that while managers have influence over the essence of the corporate brand, other stakeholders imprint and share their own interpretations. To better understand the process of corporate brand identity co-creation, we used a case study method with multiple cases, involving five small and medium sized business-to-business (B2B) corporate brands. We specifically chose B2B corporate brands, because ...
This paper aims to explore how corporate brands co-create value with their multiple stakeholders in...
This thesis describes the transformation factors of a business from product branding to corporate re...
This study focuses on the extent to which the various elements of corporate brand identity as identi...
Contrary to the traditional conceptualisation of corporate brand identity as a static concept that i...
Contemporary branding literature views brand identity as socially constructed through complex intera...
Companies cannot build their strategy on predictable markets anymore ‐ all organizations nowadays ne...
This article introduces the special section on reciprocal co-creation of stakeholder and brand ident...
The purpose of this thesis was exploring stakeholder influence on brand identity co-creation in star...
The term “corporate brand” has been widely used in literature since the eighties. According to Balme...
There is a wide agreement that identity is a multidisciplinary concept. Branding is an identity expr...
There is a paucity of literature regarding the construction and operation of corporate identity at t...
The assumption that corporate brand identity is an internal creation is increasingly challenged by r...
Identity is traditionally defined as an emission concept (Kapferer, 2008). Yet, some research points...
Purpose This study aims to fill a gap in branding literature concerning the effect of corporate bra...
Abstract The development and role of brand identity in new B2B ventures is not well explored despit...
This paper aims to explore how corporate brands co-create value with their multiple stakeholders in...
This thesis describes the transformation factors of a business from product branding to corporate re...
This study focuses on the extent to which the various elements of corporate brand identity as identi...
Contrary to the traditional conceptualisation of corporate brand identity as a static concept that i...
Contemporary branding literature views brand identity as socially constructed through complex intera...
Companies cannot build their strategy on predictable markets anymore ‐ all organizations nowadays ne...
This article introduces the special section on reciprocal co-creation of stakeholder and brand ident...
The purpose of this thesis was exploring stakeholder influence on brand identity co-creation in star...
The term “corporate brand” has been widely used in literature since the eighties. According to Balme...
There is a wide agreement that identity is a multidisciplinary concept. Branding is an identity expr...
There is a paucity of literature regarding the construction and operation of corporate identity at t...
The assumption that corporate brand identity is an internal creation is increasingly challenged by r...
Identity is traditionally defined as an emission concept (Kapferer, 2008). Yet, some research points...
Purpose This study aims to fill a gap in branding literature concerning the effect of corporate bra...
Abstract The development and role of brand identity in new B2B ventures is not well explored despit...
This paper aims to explore how corporate brands co-create value with their multiple stakeholders in...
This thesis describes the transformation factors of a business from product branding to corporate re...
This study focuses on the extent to which the various elements of corporate brand identity as identi...