Ecologizing the co-creation of brand and stakeholder identity in the virtual realm: an analysis of the practices of virtual brand co-creation
(English)Manuscript (preprint) (Other academic)
The present paper offers an epistemological approach (i.e. ecological) that helps analyze the modalities of the process of co-creating brand and stakeholder identity in the virtual realm. By extending previous critical research on brand and stakeholder identity in the virtual realm the present paper suggests how the process of co-creation should be analysed and conceptualized based on practices involving the co-construction of visualization and materialization. The analysis is based on a series of webpage characterizing how the branding of the city of Stockholm unfolds in a network of different types of stakeholders. Finally, the present paper suggests how the co-creation process of brand and stakeholder identities is less manageable, democratic and analytically traceable than the existing literature suggests.
Research subject Business Administration
IdentifiersURN: urn:nbn:se:su:diva-123671OAI: oai:DiVA.org:su-123671DiVA: diva2:875765