Research Handbook on Brand Co-Creation

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

Contents:

Preface xxiv

PART I THE ONTOLOGY AND EPISTEMOLOGY OF BRAND CO-CREATION
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

PART II CO-CREATION OF INTANGIBLE BRAND ASSETS
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

PART III CO-CREATION OF BRAND OFFERINGS
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

PART IV ETHICAL IMPLICATIONS OF BRAND CO-CREATION
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

PART V CRITICAL REFLECTIONS ON THE FUTURE OF BRAND
CO-CREATION
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

PART VI CASE STUDIES ON BRAND CO-CREATION
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