University of Oulu

Kettunen, Hanne; Saraniemi, Saila; Oikarinen, Eeva-Liisa (2017) Stories in co-creating corporate brand identity. Proceedings of the 12th Global Brand Conference of the Academy of Marketing, School of Business and Economic, Linnaeus Univeristy, Kalmar, 26th-28th, April, 2017. pp. 245-250. http://www.diva-portal.org/smash/get/diva2:1096843/FULLTEXT01.pdf

Stories in co-creating corporate brand identity

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Author: Kettunen, Hanne1; Saraniemi, Saila1; Oikarinen, Eeva-Liisa1
Organizations: 1Oulu Business School, University of Oulu, Finland
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.1 MB)
Persistent link: http://urn.fi/urn:nbn:fi-fe201708087907
Language: English
Published: Linnaeus University School of Business and Economics, 2017
Publish Date: 2017-08-08
Description:

Purpose

Storytelling is a natural way for humans to express ourselves – we have always told stories to each other (e.g. Shankar et al. 2001; Green 2006; Kent 2015). It is part of our cultures as an entertainment but also as means to pass e.g. knowledge and values (Spear & Roper 2016). Well-told stories and great myths (Holt 2004, 28) can raise emotions (Burke 1969, 55–59; Green 2004; Green 2006) and engage listeners to use their senses (Hiltunen 2002, XVI). Among organization researchers, storytelling has been studied as a part of organizational identity formation already for long (Boje 1991; Coupland & Brown 2004; Johansen 2014) but the subject is still relatively new for marketing researchers. There are modest signs that stories can be used to build the corporate brand identity (Janssen et al. 2012) and the identity formation is constant different stories acting as the fuel for the process (Coupland & Brown 2004; Johansen 2014). Even though companies are recommended to arise and lead conversations between stakeholders and the brand (Golant 2012) storytelling is not fully understood or investigated yet in corporate brand identity context. In this paper, we aim to explore how stories told by different stakeholders can support the co-creation of corporate brand identity.

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ISBN: 978-91-88357-69-4
Pages: 245 - 250
Host publication: Proceedings of the 12th Global Brand Conference of the Academy of Marketing, School of Business and Economic, Linnaeus Univeristy, Kalmar, 26th-28th, April, 2017
Conference: Global Brand Conference of the Academy of Marketing, School of Business and Economic
Type of Publication: A4 Article in conference proceedings
Field of Science: 512 Business and management
Subjects:
Copyright information: © 2017. The authors and Linnaeus University School of Business and Economics. Published in this repository with the kind permission of the publisher.