From brand identity to polysemous brands: Commentary on “Performing identities: Processes of brand and stakeholder identity co-construction” - HAL Accéder directement au contenu
Article dans une revue Journal of Business Research Année : 2017

From brand identity to polysemous brands: Commentary on “Performing identities: Processes of brand and stakeholder identity co-construction”

Résumé

The commentary endorses the view of brands as complex social relations that develop among a multitude of enacted stakeholder identities and discusses in what ways this perspective may lead to a novel paradigm of brand building – one that highlights the dynamic and fluid character of brand identity. The author underlines the importance of better understanding the many ways in which (internal and external) stakeholders can contribute to brand identity construction. Suggesting how this novel brand building paradigm can contribute to resolving confusions stemming from current misunderstandings within the branding literature, the commentary sees the opening of a new avenue of fascinating research questions that can lead to a better understanding of stakeholders' roles in the construction of polysemous brands identities.
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Dates et versions

halshs-01656409, version 1 (05-12-2017)

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Géraldine Michel. From brand identity to polysemous brands: Commentary on “Performing identities: Processes of brand and stakeholder identity co-construction”. Journal of Business Research, 2017, 70, pp.453 - 455. ⟨10.1016/j.jbusres.2016.06.022⟩. ⟨halshs-01656409⟩
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