Theory and practice of brand co-creation

Samuel Kristal

Research output: ThesisPhD Thesis - Research UT, graduation UT

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The focus of this thesis is set on the application of the co-creation construct in the area of brand management and branding. The paradigm of brand co-creation follows a stakeholder-oriented perspective on brand building. A brand is seen as dynamic social process constructed through multiple networked interactions and relations between the company, the brand and various stakeholders. Instead of accepting the brand owner’s view of what its brand is, stakeholders act as co-creators of brand meaning. In fact, the concept of co-creation has become increasingly popular to contemporary branding literature and is regarded as a dominating paradigm shift in brand research. However, the topic is still in a fledgling state and further insights on the devel¬opment and management of brands in the era of co-creation are needed. Therefore, this doctoral thesis contributes to brand research and brand practice alike by presenting four stand-alone papers on the theme of brand co-creation. The paper in Chapter 2 creates the foundation for examining product- and brand-related effects of co-creation. The paper that is the content of Chapter 3 investigates the effect of co-creation on non-integrated consum¬ers. The third paper in Chapter 4 explores the dark side of brand co-creation. The fourth paper in Chapter 5 reflects upon the relevance of co-creation in business-to-business branding.
This thesis concludes by offering an overview of the findings of each chapter before answering the main research question by means of a synopsis of the theoretical and managerial implica¬tions identified. General limitations are discussed and directions for future research suggested.
Original languageEnglish
QualificationDoctor of Philosophy
Awarding Institution
  • University of Twente
  • Henseler, Jörg, Supervisor
  • Baumgarth, C., Co-Supervisor, External person
Award date4 Oct 2019
Place of PublicationEnschede
Print ISBNs978-90-365-4840-3
Publication statusPublished - 4 Oct 2019


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