The organic view of the brand: A brand value co-creation model

Oriol Iglesias, Nicholas Ind, Manuel Alfaro

Producció científica: Article en revista indexadaArticleAvaluat per experts

176 Cites (Scopus)

Resum

The evolution of brand management has led to a new approach that views brands as social processes involving multiple stakeholders. However, there is still a lack of empirical research about how brand value is co-created within stakeholder networks. Based on the fieldwork, this article presents an organic view of the brand (OVB), and a resulting brand value co-creation framework that develops earlier brand models. The OVB takes into account the perspectives of different business settings, ranging from fast moving consumer goods, to services and business-to-business. According to the OVB, brand value is conversationally co-created by many different stakeholders in a fluid space subject to constant negotiation and often develops beyond the strategic aims set by brand managers. One consequence of this is that managers will need to develop a new leadership style that is more humble, open and participatory.

Idioma originalAnglès
Pàgines (de-a)670-688
Nombre de pàgines19
RevistaJournal of Brand Management
Volum20
Número8
DOIs
Estat de la publicacióPublicada - de set. 2013

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