The DOI matches its Crossref record; 87 of the 87 references it cites were found in a registry or an index.
Working consumers: Co-creation of brand identity, consumer identity and brand community identity
Open accessAbstract
The creation of identity, in terms of both consumer identity and brand identity, is a core topic in marketing theory. Based on participant ethnography of Yes Edinburgh North & Leith, part of Yes Scotland, the national referendum campaign supporting Scottish independence, this paper explores identity co-creation among three entities: the brand, the individual consumer, and the brand community. The findings suggest that the interactions among these entities co-create their identity, primarily through the actions of highly motivated working consumers. This paper identifies the main dialectic relationships and shows how the effects move beyond the dyads to affect the other entities, including the symbols used in the process of co-creation. The paper concludes with a discussion of the implications for brands, individual consumers, and brand communities.
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Cites
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The Discovery of Grounded Theory; Strategies for Qualitative Research
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The Social Identity Theory of Intergroup Behavior
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Metadata
- Authors
- Black, I., & Veloutsou, C.
- Venue
- Journal of Business Research
- Publisher
- Elsevier BV
- Published
- 2017-01
- Volume
- 70
- Pages
- 416-429
- ISSN
- 0148-2963 (ISSN-L)
- OpenAlex
- W2516294264
- Cited by
- 294
- References
- 87
- FWCI
- 45.22
- Type
- journal article
- Language
- en
- Open access
- bronze
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
