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A process model of brand cocreation: brand management and research implications

Emily Boyle (Research Graduate School, Faculty of Business and Management, University of Ulster at Jordanstown, Newtownabbey, UK)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 24 April 2007

9972

Abstract

Purpose

In light of the increasing acceptance of the concept of brand cocreation this paper aims to develop a model of the process in order to elucidate the roles of the various stakeholders, particularly the company and the brand consumers, in it and the implications of the concept for brand managers.

Design/methodology/approach

The process model of brand cocreation was derived from extant literature covering a wide range of topics related to brands, including: various types of marketing, consumer behaviour, psychology, new product development, and marketing communications.

Findings

A five‐stage process of brand cocreation is developed identifying the various stages in which the firm is in control and those which are controlled by the consumers.

Practical implications

The paper highlights the need to reconsider the role of brand managers in the brand cocreation process and identifies various gaps in the knowledge of brands and their management that have become apparent as a result of the development of the model.

Originality/value

The value of this paper lies in its holistic overview of the complete brand cocreation process and the issues relating to the nature of brand management that it highlights.

Keywords

Citation

Boyle, E. (2007), "A process model of brand cocreation: brand management and research implications", Journal of Product & Brand Management, Vol. 16 No. 2, pp. 122-131. https://doi.org/10.1108/10610420710739991

Publisher

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Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

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