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].
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 language | English |
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| Publication status | Published - 3 Jul 2013 |
| Event | EAERCD 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 2013 → 5 Jul 2013 |
Conference
| Conference | EAERCD 17th International Conference on Research in the Distributive Trades of the European Association of Education and Research in Commercial Distribution |
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| Country/Territory | Spain |
| City | Valencia |
| Period | 3/07/13 → 5/07/13 |