Brand, Identity and Reputation: Exploring, Creating New Realities ...

SPECIAL SESSION
Co-construction of Brand Meaning
Brand literature emphasizes that brand meaning is co-constructed by organization internal and organizational external
brand actors who are applying different resources and strategies. Insights into the role these brand actors play during the
process of co-construction would help organizations to accommodate and leverage the oftentimes different expectations
of different stakeholder groups, as well as help to reinforce and strengthen the desired brand meaning.
Despite some research on the topic, a general feeling among academics and practitioners suggests we have only just
begun to understand how brand meaning is co-constructed. Some issues in co-construction of brand meaning have been
investigated, though research gaps remain, and new fields need to be explored. This track hopes to address these
lacunae. Selected papers will provide solid theoretical foundations—with or without empirical investigation—for how
organizations, together with their stakeholders, are co-constructing brand meaning.
Chairs: Dr. habil. Christine Vallaster* and Professor Adam Lindgreen
* Corresponding author
Christine Vallaster, Dr., University of Liechtenstein, Institute of Entrepreneurship, Fürst-Franz-Josef-Str., 9490 Vaduz,
Liechtenstein (email: christine.vallaster@hochschule.li).
Dr. Adam Lindgreen, Professor in marketing at the University of Cardiff & Research fellow at BEM Bordeaux
Management School. Correspondence address: Professor Adam Lindgreen, Cardiff Business School, University of
Cardiff, Aberconway Building, Colum Drive, Cardiff CF10 3EU, U.K. E-mail: LindgreenA@cardiff.ac.uk. Telephone:
+ 32 2360 3605.
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