The nested nature of brand identity: co-creation of brands among multiple stakeholders
19 December 2019
Professor, Copenhagen Business School
This conference shall address two key questions. 1) How does the co-construction of brand identity work within the company? 2) What are the limits of brand identity co-creation? More specifically, how and why do employees adhere to the brand? We shall discuss the nature of the interaction of brand identity at the organisational and individual levels. We’ll focus on identity co-creation processes to understand how different actors interact with the brand. More specifically, we’ll investigate the idea that employees can be considered as neo-liberal entrepreneurs (Scharff, 2016), constructing their own image through their work. To conclude, we shall attempt to give a better understanding of the phenomenons of adhesion and engagement towards the brand, as well as a better comprehension of employee disinvestment.
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