TY  - JOUR
AB  - Purpose 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.Design/methodology/approach 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.Findings 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.Originality/value This research contributes to theory and practice by analyzing the process of stakeholder brand identity co-creation.
VL  - 33
IS  - 5
SN  - 0736-3761
DO  - 10.1108/JCM-07-2015-1500
UR  - https://doi.org/10.1108/JCM-07-2015-1500
AU  - Kennedy Eric
AU  - Guzmán Francisco
PY  - 2016
Y1  - 2016/01/01
TI  - Co-creation of brand identities: consumer and industry influence and motivations
T2  - Journal of Consumer Marketing
PB  - Emerald Group Publishing Limited
SP  - 313
EP  - 323
Y2  - 2024/05/05
ER  -