Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/27508
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Working consumers: Co-creation of brand identity, consumer identity and brand community identity
Author(s): Black, Iain
Veloutsou, Cleopatra
Keywords: Brand co-creation
Brand identity
Consumer identity
Brand community identity
Working consumers
Political marketing
Issue Date: Jan-2017
Citation: Black I & Veloutsou C (2017) Working consumers: Co-creation of brand identity, consumer identity and brand community identity. Journal of Business Research, 70, p. 416–429. https://doi.org/10.1016/j.jbusres.2016.07.012
Abstract: 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.
DOI Link: 10.1016/j.jbusres.2016.07.012
Rights: Accepted refereed manuscript of: Black I & Veloutsou C (2017) Working consumers: Co-creation of brand identity, consumer identity and brand community identity, Journal of Business Research, 70, p. 416–429. DOI: 10.1016/j.jbusres.2016.07.012 © 2016, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/

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