From brand control to brand co-creation: An integrated framework of brand paradigms and emerging brand perspectives

Siano, Alfonso; Vollero, Agostino; Bertolini, Alessandra

doi:10.1016/j.jbusres.2022.08.001

Cited by 17 publications

(4 citation statements)

References 123 publications

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“…In relation to interactions, we noted traces of the phenomenon of co-loving a brand, where consumers interact with other consumers and comment on the brand’s posts. This co-loving (and co-hating) perspective related to brand co-creation (Payne et al , 2009; Siano et al , 2022) warrants further attention, including in contexts other than social media.…”

Section: Discussionmentioning

confidence: 99%

Layers of love – exploring the interactive layers of brand love in the social media setting

Aro

Suomi

Gyrd-Jones

2023

EJM

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Purpose This study aims to add to the understanding of the interactive nature of brand love by using a multilayer perspective that incorporates individual, group and societal contexts. Design/methodology/approach The qualitative empirical study uses abductive reasoning. Its theories and conclusions are grounded in naturally occurring data from an online brand community. The approach revealed new interactive processes of brand love. Findings This study extends our understanding of the interactive nature of brand love by adopting a layered perspective incorporating micro- (individual), meso- (in-group), macro- (in-group vs out-group) and mega-layer (societal) social dynamics that complements the predominant focus on individual psychological processes. It challenges the linear, monodirectional trajectory approach to brand love, suggesting that brand love is in constant flux as individuals move across the layers in their identification with the brand. Research limitations/implications This study provides data from one destination brand in Finland. Future studies could consider other types of brands and contexts in other countries and cultures. Practical implications This study shows brand managers that brand lovers can be divided into subgroups with distinct drivers of their love to which brand managers should attend. Originality/value To the best of the authors’ knowledge, this is the first attempt to describe the interactive nature of brand love through interactions between and within four layers of brand love. Furthermore, this study enhances our understanding of the contradictory aspects of brand love.

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Section: Discussionmentioning

confidence: 99%

Layers of love – exploring the interactive layers of brand love in the social media setting

Aro

Suomi

Gyrd-Jones

2023

EJM

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“…Internally, managers should help to internalise the co-created brand identity by fostering internal branding policies and practices through recruitment and training. Externally, managers should engage customers and other stakeholders in conversations that help to elucidate the brand identity, for instance, via social media (Cartwright et al, 2021) and online brand communities (Cao et al, 2022;Iglesias et al, 2020;Siano et al, 2022;Wang et al, 2023). Iglesias et al (2020) highlight that co-creation is essential in the B2B context, as B2B brands are based on complex business networks with professional partners who have long-standing interests in jointly enhancing their related assets.…”

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Sectoral brand management: a social constructionist approach in the business-to-business market

Lourenção

Giraldi

Dinnie

2023

JBIM

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Purpose Sectoral brands are umbrella brands created to represent all companies’ products belonging to a country’s economic industry abroad to enhance their export performance. This study aims to explore the development of a sectoral brand model through the optic of the social constructionist perspective. Besides, this study also proposes to apply the model to a sectoral brand case in the business-to-business market. Design/methodology/approach The authors have developed a systematic qualitative literature review to provide a theoretical basis for the attributes chosen to compose the social constructionist sectoral brand management (SCSBM) model. To apply the model, the authors have conducted a series of 17 in-depth semi-structured interviews with the association’s managers that constitute the sectoral brand development, the director of the branding consultancy firm and specialists on place branding. Findings The authors present the SCSBM model, highlighting that sectoral branding should be seen as a dynamic and continuous process with the integrated participation of all industry stakeholders. Moreover, the authors have applied the model to the Brazil Fashion System brand. Research limitations/implications The main contribution to theory is the link between sectoral brand management and the social constructionist approach, being the first study, to the best of the authors’ knowledge, to propose this connection. SCSBM model extends previous work on sectoral brands by adopting a social constructionist view. Practical implications The SCSBM model might contribute to marketing professionals willing to develop sectoral brands across multiple economic sectors and geographies. Originality/value The study’s originality lies in developing the first model, which adopts a social constructionist approach to sectoral brands.

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“…Stakeholders would become active participants in decision-making processes, and brands would be expected to "absorb" their social and environmental needs. This would mean not only creating and nurturing brand values from the bottom up and aiming for a broadly shared corporate culture [82] but also facilitating the adoption and integration of a transformative and co-created purpose by all stakeholders [2]. For example, Danone's "One Person, One Voice, One Share" program reaps the benefits of a co-creative approach to brand communication, reinforcing the legitimacy of the strategy and increasing employee engagement [17].…”

Section: Why? Functions Of Conscientious Communicationmentioning

confidence: 99%

Digital Communication of Conscientious Brands: Case Studies

Bertolini,

Conte,

Siano

et al. 2023

Sustainability

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In the actual context, it is increasingly crucial for brands to act with a conscience and communicate their environmental and social commitments to gain social legitimacy from stakeholders. Despite the relevance of this issue, limited studies provide insight into conscientious communication. Specifically, there is a dearth of research in the conscientious brand literature on how conscience-driven brands can communicate in digital environments. Indeed, brands may benefit from digital touchpoints by increasing social acceptance. The proposed paper aims to provide a conscientious communication definition and explore requirements that conscientious brands can fulfil to communicate their conscientiousness to stakeholders in the online context. The findings emerging from secondary data-based case studies offer a preliminary definition of conscientious communication and initial answers to what conscientious brands communicate (main contents), to whom (main audience), for what objectives (functions), how (main principles) and where (main digital means and channels) they communicate. Furthermore, the paper provides a compass to orient managers and practitioners toward conscientious communication strategies and practices to achieve environmental, social, and governance goals. This study broadens the debate on conscientious brands and offers theoretical insights into social legitimacy. Finally, it paves the way for future research in this emerging field.

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From brand control to brand co-creation: An integrated framework of brand paradigms and emerging brand perspectives

Cited by 17 publications

References 123 publications

Layers of love – exploring the interactive layers of brand love in the social media setting

Layers of love – exploring the interactive layers of brand love in the social media setting

Sectoral brand management: a social constructionist approach in the business-to-business market

Digital Communication of Conscientious Brands: Case Studies

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