Brand meaning cocreation: toward a conceptualization and research implications

Tierney, K, Karpen, I and Westberg, K 2016, 'Brand meaning cocreation: toward a conceptualization and research implications', Journal of Service Theory and Practice, vol. 26, no. 6, pp. 911-932.

Document type: Journal Article
Collection: Journal Articles

Title Brand meaning cocreation: toward a conceptualization and research implications
Author(s) Tierney, K
Karpen, I
Westberg, K
Year 2016
Journal name Journal of Service Theory and Practice
Volume number 26
Issue number 6
Start page 911
End page 932
Total pages 22
Publisher Emerald
Abstract Purpose: This paper aims to consolidate and advance the understanding of brand meaning and the evolving process by which it is determined by introducing and explicating the concept of brand meaning cocreation (BMCC). Design/methodology/approach In-depth review and integration of literature from branding, cocreation, service systems, and practice theory. To support deep theorizing, the authors also examine the role of institutional logics in the BMCC process in framing interactions and brand meaning outcomes. Findings Prior research is limited in that it neither maps the process of cocreation within which meanings emerge nor provides theoretical conceptualizations of brand meaning or the process of BMCC. While the literature acknowledges that brand meaning is influenced by multiple interactions, their nature and how they contribute to BMCC have been overlooked. Research limitations/implications This paper reveals a significant gap in knowledge of how brand meaning is cocreated, despite the essential role of brand meaning for firm success and increasing academic interest in the notion of cocreation. Ultimately, this paper builds a conceptual foundation for empirical research in this regard. Originality/value This paper proposes that brand meaning is cocreated through the interconnection of different social and service systems, across system levels, time, and geographic space. Marketing theory is advanced by outlining a set of research propositions pertaining to the BMCC process. The authors consider how discrete actor-based brand meanings contribute to an overall brand gestalt and how such a gestalt potentially evolves along a continuum. Additionally, the authors provide a managerially and theoretically relevant research agenda to guide much-needed empirical research into BMCC.
Subject Marketing Management (incl. Strategy and Customer Relations)
Marketing Theory
Keyword(s) Branding
Brand management
Brand meaning
Brand meaning cocreation
DOI - identifier 10.1108/JSTP-06-2015-0137
Copyright notice © 2016 Emerald Group Publishing
ISSN 2055-6225
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Citation counts: TR Web of Science Citation Count  Cited 18 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 3 times in Scopus Article | Citations
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