... Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Authenticity Brand communities Brand co-creation Online brand communities Inclusive design Inclusiveness Brand inclusivity Amid a changing government agenda in 2025, well-known US brands such as Meta...

... media within heritage brand communications can result in competitive disadvantage (Valos et al., 2017). Sentiment Twitter Brand heritage Big data User generated content Brand co-creation Stereotype content Data mining Content analysis Sentiment analysis The evolution of brand...

... (Harmeling et al., 2017) while remaining relevant in the current competitive marketplace (Iglesias et al., 2020). Corporate social responsibility Brand co-creation Consumer brand equity CSR authenticity As consumers gain more power, the way firms interact...

... Corporate branding Organizational identity Brand co-creation A brand is an intangible asset as a differentiator in the competitive marketplace (Hoppe, 2018 ; Iyer et al., 2018). While a customer-based perspective has prevailed traditionally in brand management, an organizational view...

... of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode Brand identification Brand co-creation Organizational identity Corporate branding Internal branding Multiple identities Corporate identity Multiple organizational identities are an acknowledged phenomenon...

... intentions that guide the hijackers. The results help re-define the key elements of brand hijacking, through the lens of non-collaborative brand co-creation. Practical implications Managerial implications are presented in terms of the corporate response to the two main effects of hijacking, namely, brand...

... Purchase intention Internal branding Brand co-creation Brand citizenship behavior Employee ambassador Employee content creators Employee-generated content Perceived expertise Trust in online consumer-generated content (Lee and Koo, 2012) encouraged advertisers to increase their social media...

...Bill Merrilees; Dale Miller; Raisa Yakimova Purpose The purpose of this paper is to better understand the voice of the internal stakeholder in a way that emphasizes the internal stakeholder as an active force and decision maker in brand co-creation, as part of the new emerging paradigm of internal...

...Sanmitra Sarkar; Saikat Banerjee Purpose The purpose of this paper is to empirically validate the role of different stakeholders in a co-creation context. In this paper, a new triadic brand co-creation concept has been presented highlighting why consumers participate in brand co-creation, what...

.... Various organizational documents were collected and analyzed to understand the brand identity of the hotels and how brand co-creation has been implemented. In addition, semi-structured in-depth interviews were conducted with 42 employees to understand the brand co-creation process from their perspective...

...Antonios Giannopoulos; Lamprini Piha; George Skourtis Purpose Drawing on the service-dominant logic and the institutional theory, this paper aims to explore the value-creating mechanisms of branding in the destination context and the brand co-creation process at and between different levels...

... Brand architecture Sub-brands Brand co-creation Hospitality and tourism A different approach to place brand architecture suggests designing a portfolio of brands for a single geopolitical entity, usually one of a small scale, such as a municipality, city or town. One way to achieve...

... intention Brand love Brand co-creation Consumer brand equity Brand transgression Co-creation Brand equity Volkswagen, Facebook and H&M are only a few examples of brands that in recent years have been under scrutiny because of their acts that went against the rule of law or broke a code...

... Quantitative methods Brand performance Brand co-creation Celebrity branding Building a strong professional human brand has become a challenge and a strategic goal for individuals who embody these brands (Parmentier, 2011 ; Parmentier and Fischer, 2012 ; Muniz et al., 2014...

... with the implications for managers. © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Video games Corporate reputation Brand communication Computer-mediated communication eWOM Social media Brand co-creation New media New product management Brand management...

... is unstructured and therefore requires deconstruction. Fourth, strategy development is based on an evaluation of internal, as well as external factors, for a company’s success. Corporate strategy Corporate branding Brand management Brand co-creation Strategy descriptor cube Overall...

... by combining branding research in a novel way with the role theory. The study also provides a multi-stakeholder perspective to brand co-creation. Minna Törmälä is the corresponding author and can be contacted at: minna.tormala@oulu.fi © Emerald Publishing Limited 2018 Emerald Publishing Limited...

... valuable insight to the limits and conditions in which co-creation will occur. Eric Kennedy can be contacted at: erickennedy82@gmail.com © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Experimental design Web 2.0 Brand co-creation Brand...

... is the corresponding author and can be contaced at: volker.bilgram@hyve.net © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only New product development Crowdsourcing Brand co-creation Customer relationship management Co-creation In the era of digital...

... rights only Qualitative research Brand loyalty Consumer empowerment Brand co-creation Anti-Branding Consumer resistance Jailbreaking In 1976, Steve Jobs, Steve Wozniak and Ronald Wayne started Apple. Initially focussing on personal computers and operating systems (Apple in the 1970s...