Research Handbook on Brand Co-Creation


Research Handbook on Brand Co-Creation

Theory, Practice and Ethical Implications

9781839105418 Edward Elgar Publishing
Edited by Stefan Markovic, Full Professor of Marketing, Department of Marketing, NEOMA Business School, France, Richard Gyrd-Jones, Professor, Sylvia von Wallpach, Professor, Copenhagen Business School and Adam Lindgreen, Professor, Copenhagen Business School, Denmark and Extraordinary Professor, Gordon Institute of Business Science, University of Pretoria, South Africa
Publication Date: 2022 ISBN: 978 1 83910 541 8 Extent: 448 pp
Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.

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Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.

Chapters contribute to clarifying the ontological and epistemological assumptions underlying brand co-creation, gaining deeper insights into the co-creation of intangible and tangible brand assets, as well as uncovering the ethical implications of brand co-creation. The impressive selection of contributors also foreshadow and critically reflect on possible future developments related to brand co-creation, and illustrate practical applications in the form of case studies.

In an ever more interconnected business environment, this timely Research Handbook will be an ideal read for students studying courses related to branding, marketing, innovation and business ethics. It will also be welcomed by scholars conducting research in these fields, as well as practitioners and managers implementing co-creation strategies.
Critical Acclaim
‘Brand co-creation is an idea that has arrived and the compilation of insights and ideas from leading academics offers a welcome and stimulating perspective.’
– David Aaker, author of Owning Game-Changing Subcategories

‘The processual view on branding is strongly reinforced by this impressive collection of chapters on branding as co-creation – a splendid, international group of authors bring forth a plethora of perspectives that is bound to enrich future discussions and research on brands and branding.’ 
– Søren Askegaard, University of Southern Denmark, Denmark

‘I fully recommend this Research Handbook to anyone interested in branding and co-creation. The editors have assembled some of the finest thinkers from a diverse range of theoretical perspectives to explore how brand meaning is co-created between marketers, employees, customers, influencers, communities, and other stakeholders, across a range of industry and national contexts.’
– Michael Beverland, University of Sussex Business School, UK

‘Brands aren’t created any more. They’re co-created by a combination of contributing consumers, curating corporations, and a constellation of complementary collaborators. Chock-a-block with challenging ideas, this co-created book contains everything you need to know about brand co-creation.’
– Stephen Brown, Ulster University, UK

‘Creating brands in the boardroom without any collaborative input from customers and other key stakeholders is becoming increasingly passé.  This Research Handbook provides an excellent collection of papers that represent the latest evidence-based thinking on brand co-creation, combined with best practice cases for brand co-creation’s successful implementation. No doubt, this is a must read for brand researchers and managers alike!’
– George Christodoulides, American University of Sharjah, United Arab Emirates

‘A really comprehensive Research Handbook providing an authoritative critical reflection and in-depth analysis on brand co-creation and its ethical implications. This topic is of great importance in the digital age where companies and customers are strongly connected and are part of a larger digital ecosystem.’
– Margherita Pagani, SKEMA Business School, France

‘The modern consumer increasingly feels a greater connection to the brand than that of just being the passive customer. This learned work on brand co-creation examines this phenomenon from multiple angles. I am pleased that the work investigates not just traditional f.m.c.g products as brands but also personalities and ideas as branded entities. In addition, all branding is not positive and the text takes us to the darker side of branding as a reminder that the study of brands is not unambiguous.’
– Stuart Roper, University of Huddersfield, UK 

‘A timely addition to a growing research field that is shaping the future of consumption and brand practices. The Research Handbook on Brand Co-Creation will be equally valuable to scholars looking for a comprehensive starting point in a fragmented field, and to advanced scholars looking to deepen their understanding of current research trends in the co-creation literature. The Handbook critically discusses co-creation from complementary perspectives, from epistemological aspects to ethical ones. A remarkable tour de force, the Handbook gathers cutting-edge insights from an international team of authors shaping current co-creation research.’
– Benjamin G. Voyer, ESCP Business School, UK
Contributors: Ulf Aagerup, Feyza Ağlargöz, Yun Mi Antorini, Maja Arslanagić-Kalajdžić, Vesna Babić-Hodović, Fabian Bartsch, Adele Berndt, Roderick J. Brodie, Teresa Brugger, Cecilia Cassinger, Bart Claus, Catherine da Silveira, Christian Dam, Andreas Aldogan Eklund, Peter Espersen, Praveen Goyal, Andrea Hemetsberger, Linda D. Hollebeek, Gry Høngsmark Knudsen, Oriol Iglesias, Nicholas Ind, Ingo O. Karpen, Dannie Kjeldgaard, Oliver Koll, Monika Koller, Maria Kreuzer, Philip Lechner, Andrea Lucarelli, Géraldine Michel, Hans Mühlbacher, Anu Norrgrann, Jacob Östberg, Kerimcan Ozcan, Mai T. Pham, Monica Porzionato, Ahmed Rageh Ismail, Venkat Ramaswamy, Clarinda Rodrigues, Victor Saha, Susanne Sandberg, Saila Saraniemi, Cláudia Simões, Sumire Stanislawski, Kati Suomi, Jaana Tähtinen, Kieran D. Tierney, Sofia Ulver, Christine Vallaster, Mani Venkatesh, Peter Walla, Kate Westberg, Verena E. Wieser, Valerie Zeitoun

Preface xxiv

1 A conceptual analysis of labels referring to brand co-creation 2
Jaana Tähtinen and Kati Suomi
2 Establishing the boundaries of brand co-creation 32
Catherine da Silveira and Cláudia Simões
3 Brands as co-creational lived experience ecosystems: an integrative
theoretical framework of interactional creation 47
Venkat Ramaswamy and Kerimcan Ozcan
4 Reassessing brand co-creation: towards a critical performativity approach 65
Andrea Lucarelli, Cecilia Cassinger and Jacob Östberg

5 Co-creation of intangible brand assets: an integrative S-D logic/organic
view of brand-based conceptual framework 80
Victor Saha, Venkatesh Mani, Praveen Goyal and Linda D. Hollebeek
6 Co-creation or co-destruction? Value-based brand formation 90
Andrea Hemetsberger, Maria Kreuzer and Hans Mühlbacher
7 Dealing with discrepancies of a brand in change: recomposition of
value and meanings in the network 105
Anu Norrgrann and Saila Saraniemi
8 The role of brand-facing actors in shaping institutions through brand
meaning co-creation 122
Kieran D. Tierney, Ingo O. Karpen and Kate Westberg
9 Co-creation of multi-sensory brand experiences: a manufacturer perspective 138
Clarinda Rodrigues, Andreas Aldogan Eklund, Adele Berndt and
Susanne Sandberg
10 B2B branding in global commodity networks: a cultural branding
analysis of a Danish company going global 153
Christian Dam and Dannie Kjeldgaard

11 Freedom and control in brand co-creation communities 167
Nicholas Ind and Oriol Iglesias
12 Exploring the brand co-creation–brand performance linkage and
the roles of innovation and firm age: resource-based and dynamic
capabilities views 177
Ahmed Rageh Ismail
13 Toward a co-creation approach to nation branding: an integrative framework 198
Mai T. Pham and Roderick J. Brodie
14 The dark side of brand co-creation: a psychological ownership perspective 218
Fabian Bartsch and Bart Claus

15 The universal moral standards and the ethics of co-creation 241
Sumire Stanislawski
16 Co-creation of conscientious corporate brands – facilitating societal
change towards sustainability: a structured literature analysis 256
Christine Vallaster and Philip Lechner
17 Organizational citizenship behaviour principles: a guide for employees
and customers in the brand value co-creation journey 274
Maja Arslanagić-Kalajdžić and Vesna Babić-Hodović
18 “We look within... So we can look up” – towards a nonviolent ethics of
human brand co-creation 291
Monica Porzionato and Cecilia Cassinger
19 The ethics of conspicuous virtue signaling: when brand co-creation on
social media turns negative 303
Ulf Aagerup

20 Brand co-creation and degrowth: merging the odd couple 317
Feyza Ağlargöz
21 Brand co-creation management in the light of the social-materiality approach 337
Géraldine Michel and Valérie Zeitoun
22 Violent brands: from neoliberal vessels to far-right fantasies 348
Sofia Ulver

23 Alternative methods to study affective information processing in brand
co-creation 359
Monika Koller and Peter Walla
24 Prolonging the shared project value of surplus co-creation 367
Yun Mi Antorini and Gry Høngsmark Knudsen
25 The iconization of Greta Thunberg: the role of myths in co-creating
a person brand 374
Teresa Brugger and Verena E. Wieser
26 Finding new product ideas at Eisenbeiss: integrating non-frontline
employees into co-creation processes 381
Oliver Koll
27 Turning lead into gold: from weighty consumer feedback to co-creation 387
Peter Espersen
Closing remarks 393

Index 394
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