Please use this identifier to cite or link to this item:
Author(s): Silveira, C.
Lages, C.
Simões, C.
Date: 2013
Title: Reconceptualising brand identity in a dynamic environment
Volume: 66
Number: 1
Pages: 28-36
ISSN: 0148-2963
DOI (Digital Object Identifier):
Keywords: Brand identity
Brand management
Consumer brand relationship
Abstract: 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.
Peerreviewed: Sim
Access type: Embargoed Access
Appears in Collections:DMOG-RI - Artigos em revistas internacionais com arbitragem científica

Files in This Item:
File Description SizeFormat 
  Restricted Access
271,67 kBAdobe PDFView/Open Request a copy

FacebookTwitterDeliciousLinkedInDiggGoogle BookmarksMySpaceOrkut
Formato BibTex mendeley Endnote Logotipo do DeGóis Logotipo do Orcid 

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.