Decentralized brands
Type
conference contribution
Date Issued
2023-10-20
Author(s)
Abstract
In the branding literature, there has been a paradigm shift from brand control to brand co-creation (Siano et al., 2022). This new paradigm states that marketers no longer have sole control over their brand and its meanings because other stakeholders, such as consumers and other market actors, produce brand experiences and meanings too (Padela et al., 2023; Sarasvuo et al., 2022; Swaminathan et al., 2020). Accordingly, various conceptual models of brand co-creation have been proposed. However, the result of this phenomenon remains undertheorized as the interactions and processes between the brand stakeholders are empirically understudied. In our research, we address this gap by proposing the concept of decentralized brands. We study a case of a decentralized brand and propose a processual framework in which consumers, marketers, public discourses and other market actors produce brand meanings and experiences through supportive, countervailing and integrative forces. We call the outcome of this a decentralized brand. Our contribution lies in empirically studying decentralized brands and theorizing the processes and interactions that underly brand decentralization.
Language
English
Event Title
SAMS Conference 2023
Event Location
Lucerne
Event Date
20.10.2023
Division(s)