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Co-creation of brand identities: consumer and industry influence and motivations

Eric Kennedy (Department of Marketing and Logistics, University of North Texas, Denton, Texas, USA)
Francisco Guzmán (Department of Marketing and Logistics, University of North Texas, Denton, Texas, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 8 August 2016




This paper aims to develop an understanding of the phenomena of co-creation and how this practice is used in shaping brand identities. This research provides answers to questions on both the consumer and industry sides of co-creation.


Two studies are developed. First, a qualitative study is used to gain insight from key decision-makers with responsibility for a brand. Second, a study of millennial consumers is used to develop the antecedents of consumer motivations of co-creation of brand identities.


When combined, the outcomes of these studies create a comprehensive framework that encompasses two models of brand identity co-creation. The qualitative study leads to the emergence of two major constructs, which, combined with the consumer study, lead to the development of two models that represent the antecedents of co-creation from a managerial and consumer perspective.

Research limitations/implications

For Study one, a larger pool of respondents or different data collection method might have led to additional managerial insights. The study two sample was limited to millennials. Although this group of consumers is identified as highly engaged with brands, the study could have benefited from a more general consumer sample.

Practical implications

The organization framework could help managers gain a deeper understanding for effectively co-creating their brand identities with all stakeholders, in particular consumers.


This research contributes to theory and practice by analyzing the process of stakeholder brand identity co-creation.



Kennedy, E. and Guzmán, F. (2016), "Co-creation of brand identities: consumer and industry influence and motivations", Journal of Consumer Marketing, Vol. 33 No. 5, pp. 313-323.



Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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