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Brand Identity Negotiation in Mediated B2B Relationships: The Co-Creative Role of Dealers. Comparative Case Study.

Tolchainova, Kseniia LU (2024) SKOM12 20241
Department of Strategic Communication
Abstract
This study explores the dynamics of brand identity co-creation within business-to-business (B2B) contexts, focusing particularly on the role of dealers as intermediaries between suppliers and end customers. Drawing on the Communicative Constitution of Organizations (CCO) framework and Social Identity Theory (SIT), this research examines how dealers self-identify with the supplier’s brand identity, and how they contribute to the supplier’s brand co-creation process. Employing a qualitative approach, the comparative case study analyzes data from two cases within mining industry through semi-structured interviews with respondents coming from both sides of the brand co-creation process: suppliers and dealers, providing a deep exploration into... (More)
This study explores the dynamics of brand identity co-creation within business-to-business (B2B) contexts, focusing particularly on the role of dealers as intermediaries between suppliers and end customers. Drawing on the Communicative Constitution of Organizations (CCO) framework and Social Identity Theory (SIT), this research examines how dealers self-identify with the supplier’s brand identity, and how they contribute to the supplier’s brand co-creation process. Employing a qualitative approach, the comparative case study analyzes data from two cases within mining industry through semi-structured interviews with respondents coming from both sides of the brand co-creation process: suppliers and dealers, providing a deep exploration into the processes that shape brand perceptions in B2B settings. Results indicate that dealers play a pivotal role in brand identity formation through their dual function as both advocates and interpreters of the brand. The findings highlight the significance of structured communication and formalized interactions in aligning dealer activities with the broader brand objectives, thereby ensuring consistency and coherence in brand representation across different markets. This research contributes to brand management and strategic communication literature by demonstrating how the integration of CCO and SIT can enhance understanding of brand co-creation, offering practical insights for managing complex dealer-supplier relationships and fostering brand identities in B2B markets. (Less)
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author
Tolchainova, Kseniia LU
supervisor
organization
course
SKOM12 20241
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Brand Identity, B2B Brand Management, Brand Co-Creation, Communicative Constitution of Organizations, Social Identity Theory
language
English
id
9159458
date added to LUP
2024-06-14 16:09:00
date last changed
2024-06-14 16:09:00
@misc{9159458,
  abstract     = {{This study explores the dynamics of brand identity co-creation within business-to-business (B2B) contexts, focusing particularly on the role of dealers as intermediaries between suppliers and end customers. Drawing on the Communicative Constitution of Organizations (CCO) framework and Social Identity Theory (SIT), this research examines how dealers self-identify with the supplier’s brand identity, and how they contribute to the supplier’s brand co-creation process. Employing a qualitative approach, the comparative case study analyzes data from two cases within mining industry through semi-structured interviews with respondents coming from both sides of the brand co-creation process: suppliers and dealers, providing a deep exploration into the processes that shape brand perceptions in B2B settings. Results indicate that dealers play a pivotal role in brand identity formation through their dual function as both advocates and interpreters of the brand. The findings highlight the significance of structured communication and formalized interactions in aligning dealer activities with the broader brand objectives, thereby ensuring consistency and coherence in brand representation across different markets. This research contributes to brand management and strategic communication literature by demonstrating how the integration of CCO and SIT can enhance understanding of brand co-creation, offering practical insights for managing complex dealer-supplier relationships and fostering brand identities in B2B markets.}},
  author       = {{Tolchainova, Kseniia}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Brand Identity Negotiation in Mediated B2B Relationships: The Co-Creative Role of Dealers. Comparative Case Study.}},
  year         = {{2024}},
}