Working consumers: Co-creation of brand identity, consumer identity and brand community identity

Iain Black, Cleopatra Veloutsou

Research output: Contribution to journalArticle

72 Citations (Scopus)
438 Downloads (Pure)

Abstract

The creation of identity, in terms of both consumer identity and brand identity, is a core topic in marketing theory. Based on participant ethnography of Yes Edinburgh North & Leith, part of Yes Scotland, the national referendum campaign supporting Scottish independence, this paper explores identity co-creation among three entities: the brand, the individual consumer, and the brand community. The findings suggest that the interactions among these entities co-create their identity, primarily through the actions of highly motivated working consumers. This paper identifies the main dialectic relationships and shows how the effects move beyond the dyads to affect the other entities, including the symbols used in the process of co-creation. The paper concludes with a discussion of the implications for brands, individual consumers, and brand communities.
Original languageEnglish
Pages (from-to)416–429
Number of pages14
JournalJournal of Business Research
Volume70
Early online date9 Sep 2016
DOIs
Publication statusPublished - Jan 2017

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