Managing retail brand identity on social media: case study of a UK fashion retailer

Kathryn Waite, Patsy Perry, Finola Kerrigan, Ian Grant

    Research output: Contribution to conferencePaper

    Abstract

    This paper explores the concept of digital brand identity and patterns of interaction, orchestration and effect that are enacted to achieve a competitive advantage. We propose that the tension between brand orientation and market orientation is amplified when considering brand identity management in the context of social media. In this paper we present a case study of a leading UK fashion retail brand. Our findings highlight the dynamic nature of brand management within the social space. Our contribution lies in arguing for a model of brand orientation that takes into account the need to engage with customers. This contribution informs both the academic debate and practitioner understanding concerning the management of brand identity on the social web.

    Managing retail brand identity on social media: case study of a UK fashion retailer (PDF Download Available). Available from: http://www.researchgate.net/publication/261874704_Managing_retail_brand_identity_on_social_media_case_study_of_a_UK_fashion_retailer [accessed Aug 12, 2015].
    Original languageEnglish
    Publication statusPublished - 3 Jul 2013
    EventEAERCD 17th International Conference on Research in the Distributive Trades of the European Association of Education and Research in Commercial Distribution - Valencia, Spain
    Duration: 3 Jul 20135 Jul 2013

    Conference

    ConferenceEAERCD 17th International Conference on Research in the Distributive Trades of the European Association of Education and Research in Commercial Distribution
    CountrySpain
    CityValencia
    Period3/07/135/07/13

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    Waite, K., Perry, P., Kerrigan, F., & Grant, I. (2013). Managing retail brand identity on social media: case study of a UK fashion retailer. Paper presented at EAERCD 17th International Conference on Research in the Distributive Trades of the European Association of Education and Research in Commercial Distribution, Valencia, Spain. http://www.researchgate.net/publication/261874704_Managing_retail_brand_identity_on_social_media_case_study_of_a_UK_fashion_retailer