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1. Co-creating corporate brand identity with online brand communities : stakeholder and process-oriented
perspectives.......................................................................................................................................................... 1

Bibliography........................................................................................................................................................... 3

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brand identity

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Co-creating corporate brand identity with online

brand communities : stakeholder and process-
oriented perspectives
Essamri, Azzouz . The University of Nottingham (United Kingdom). ProQuest Dissertations Publishing,
2019. 27679820.

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ABSTRACT (ENGLISH)
Contrary to the traditional conceptualisation of corporate brand identity as a static concept that is defined and
articulated through an internally strategic driven process, the contemporary logic of branding characterises brand
identity as dynamic and co-created through continuous interactions with multiple stakeholders in social contexts.
Despite recent work on how brand communities and individuals contribute towards brand identity construction,
our understanding of the iterative and reciprocal processes of stakeholder interaction involved in the co-creation of
brand identity is still under-developed. Current research in brand management literature does not provide
systematic insights into processes and activities involved in the formation of brand identity. The aim of this thesis
is to systematically study the co-creation of corporate brand identity from stakeholder- and process-oriented
perspectives. It focuses on management-led processes as well as on brand identity co-creation activities of the
brand community constituting part of the wider process of a socially constructed brand identity. Applying an
interpretive case study approach involving in-depth interviews with senior executives of an iconic luxury
automotive brand and a netnography of its online brand community, this thesis develops a process model of
corporate brand identity co-creation, comprising three management-led processes (i.e., nurturing brand passion,
bridging corporate brand identity meanings ,and partnering) and the unfolding activities through which
management contributes to the wider process of corporate brand identity formation with community members and
other stakeholders. By highlighting the interlinked and recursive nature of these processes and activities in the
resulting model, the study offers a deeper understanding of the ways in which managers are involved in co-
creating corporate brand identity. The findings provide empirical evidence for the important role of managers
acting as collaborators, listeners, and co-authors as well as the importance of corporate culture in the process of
brand identity co-creation. Given the notion in recent research that various stakeholders can contribute to the
construction of brand identity, it is imperative to take a comprehensive look into how each stakeholder contributes
to this process. On the basis of data from a netnographic study of the online brand community, the thesis
identifies co-creation activities through which the brand community contributes to the co-creation of brand identity
and shows how brand identity meanings are enacted and negotiated within the brand community and amplified to
a broader audience. This also shows that brand identity is out of managers' control and helps understand how the
brand identity, as a complex social phenomenon, develops among a multitude of enacted identities. Taken
together, this thesis conceives of brand identity as a constellation of meanings and contributes to the radical shift
in branding literature that highlights the dynamic, reciprocal and iterative nature of the brand identity concept. In
this regard, the overall findings of this thesis contribute to brand identity theory, brand community theory, and co-
creation theory.

DETAILS

Business indexing term: Subject: Brand identification Stakeholders

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Subject: Community; Brand identification; Stakeholders

Identifier / keyword: 780137

URL: http://eprints.nottingham.ac.uk/56531/

Degree date: 2019

School code: 0616

Source: DAI-C 81/4(E), Dissertation Abstracts International

Place of publication: Ann Arbor

Country of publication: United States

University/institution: The University of Nottingham (United Kingdom)

University location: England

Degree: Ph.D.

Source type: Dissertation or Thesis

Language: English

Document type: Dissertation/Thesis

Note: Bibliographic data provided by EThOS, the British Library’s UK thesis service:
https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.780137

Dissertation/thesis number: 27679820

ProQuest document ID: 2307364050

Document URL: https://www.proquest.com/dissertations-theses/co-creating-corporate-brand-

identity-with-online/docview/2307364050/se-2?accountid=31785

Go to Library Record: http://eprints.nottingham.ac.uk/56531/

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individual underlying works.

Database: ProQuest Dissertations &Theses Global

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 Bibliography
Citation style: APA 6th - American Psychological Association, 6th Edition

Essamri, A. (2019). Co-creating corporate brand identity with online brand communities : Stakeholder and process-
oriented perspectives (27679820). Available from ProQuest Dissertations & Theses Global. (2307364050).
Retrieved from https://www.proquest.com/dissertations-theses/co-creating-corporate-brand-identity-with-
online/docview/2307364050/se-2?accountid=31785

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