Wilson, Jonathan A.J. and Fan, Ying (2010) Examining the role of external brand stakeholders – a classification through communication mapping. In: 6th Thought Leaders International Conference in Brand Management, 18-20 April 2010, Università della Svizzera italiana, Lugano, Switzerland. (Unpublished)

Full text not available from this repository.

Abstract

With the emergence of schools of thought which examine brands and branding according to relationships, brand communities and popular culture; consumers are becoming more significant in shaping the brand agenda. Furthermore, the evolutionary growth and mutations spawned by Web 2.0 draw non brand users, social networkers and anti-branding movements towards engagement and the possession of greater social capital. In gifting these parties with a larger share of voice, within the brand management paradigm, consumption definitions become judged less by tangible transactions and more by figurative, intangible and co-dependent communication drivers. With the increase in interactivity afforded by media channels, two-way communication, and the inclusion of more parties, a normalisation and levelling of information also occurs. In light of these factors, the authors suggest that brand stakeholder analysis is in need of refinement, further examination and a classification which is more reflective of these intangible and figurative aspects within branding. This conceptual paper has attempted to group stakeholders as interconnected and dynamic states, which are subject to time specific communication, influence and self defined legitimacy.

Item Type:	Conference or Conference Paper (Paper)
Uncontrolled Keywords:	brands, stakeholder analysis, social networking, brand communities, online branding, web 2.0
Subjects:	H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:	Publisher Organisation
Last Modified:	14 Oct 2016 09:12
URI:	http://gala.gre.ac.uk/id/eprint/4693

Actions (login required)

View Item