Reconceptualising brand identity in a dynamic environment
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://ciencia.iscte-iul.pt/public/pub/id/469 http://hdl.handle.net/10071/10379 |
Resumo: | Brand identity definitions predominately take a unilateral and aspirational perspective—what managers want the brand to be—while emphasizing the need for stability over time. The increasingly dynamic environment and the rising role of consumers as co-contributors to brand construction and development demand rethinking this perspective. This paper seeks to advance the established conceptualization of brand identity by revising the definition and proposing brand identity as dynamic, constructed over time through mutually influencing inputs from managers and other social constituents (e.g., consumers). Drawing on a seminal definition from the field of sociology, underpinning the socially constructed nature of identity, the authors propose an innovative managerial framework that challenges established approaches of brand identity, within the new market context. |
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Reconceptualising brand identity in a dynamic environmentBrand identitySelf-identityBrand managementConsumer brand relationshipBrand identity definitions predominately take a unilateral and aspirational perspective—what managers want the brand to be—while emphasizing the need for stability over time. The increasingly dynamic environment and the rising role of consumers as co-contributors to brand construction and development demand rethinking this perspective. This paper seeks to advance the established conceptualization of brand identity by revising the definition and proposing brand identity as dynamic, constructed over time through mutually influencing inputs from managers and other social constituents (e.g., consumers). Drawing on a seminal definition from the field of sociology, underpinning the socially constructed nature of identity, the authors propose an innovative managerial framework that challenges established approaches of brand identity, within the new market context.Elsevier Science2015-12-15T16:43:20Z2013-01-01T00:00:00Z20132015-12-15T16:41:02Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://ciencia.iscte-iul.pt/public/pub/id/469http://hdl.handle.net/10071/10379eng0148-2963http://dx.doi.org/10.1016/j.jbusres.2011.07.020Silveira, C.Lages, C.Simões, C.info:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:58:29Zoai:repositorio.iscte-iul.pt:10071/10379Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:30:27.308843Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Reconceptualising brand identity in a dynamic environment |
title |
Reconceptualising brand identity in a dynamic environment |
spellingShingle |
Reconceptualising brand identity in a dynamic environment Silveira, C. Brand identity Self-identity Brand management Consumer brand relationship |
title_short |
Reconceptualising brand identity in a dynamic environment |
title_full |
Reconceptualising brand identity in a dynamic environment |
title_fullStr |
Reconceptualising brand identity in a dynamic environment |
title_full_unstemmed |
Reconceptualising brand identity in a dynamic environment |
title_sort |
Reconceptualising brand identity in a dynamic environment |
author |
Silveira, C. |
author_facet |
Silveira, C. Lages, C. Simões, C. |
author_role |
author |
author2 |
Lages, C. Simões, C. |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Silveira, C. Lages, C. Simões, C. |
dc.subject.por.fl_str_mv |
Brand identity Self-identity Brand management Consumer brand relationship |
topic |
Brand identity Self-identity Brand management Consumer brand relationship |
description |
Brand identity definitions predominately take a unilateral and aspirational perspective—what managers want the brand to be—while emphasizing the need for stability over time. The increasingly dynamic environment and the rising role of consumers as co-contributors to brand construction and development demand rethinking this perspective. This paper seeks to advance the established conceptualization of brand identity by revising the definition and proposing brand identity as dynamic, constructed over time through mutually influencing inputs from managers and other social constituents (e.g., consumers). Drawing on a seminal definition from the field of sociology, underpinning the socially constructed nature of identity, the authors propose an innovative managerial framework that challenges established approaches of brand identity, within the new market context. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-01-01T00:00:00Z 2013 2015-12-15T16:43:20Z 2015-12-15T16:41:02Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://ciencia.iscte-iul.pt/public/pub/id/469 http://hdl.handle.net/10071/10379 |
url |
https://ciencia.iscte-iul.pt/public/pub/id/469 http://hdl.handle.net/10071/10379 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
0148-2963 http://dx.doi.org/10.1016/j.jbusres.2011.07.020 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/embargoedAccess |
eu_rights_str_mv |
embargoedAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Elsevier Science |
publisher.none.fl_str_mv |
Elsevier Science |
dc.source.none.fl_str_mv |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799134866102550528 |