Sökning: L773:1025 3866 OR L773:1477 223X
> Aula Hanna Mari >
Struggles in organi...
Struggles in organizational attempts to adopt new branding logics : the case of a marketizing university
-
Aspara, Jaakko (författare)
-
Aula, Hanna-Mari (författare)
-
Tienari, Janne (författare)
-
visa fler...
-
- Tikkanen, Henrikki (författare)
- Stockholms universitet,Företagsekonomiska institutionen,Aalto University School of Business, Helsinki, Finland
-
visa färre...
-
(creator_code:org_t)
- 2014-01-27
- 2014
- Engelska.
-
Ingår i: Consumption, markets & culture. - : Informa UK Limited. - 1025-3866 .- 1477-223X. ; 17:6, s. 522-552
- Relaterad länk:
-
https://urn.kb.se/re...
-
visa fler...
-
https://doi.org/10.1...
-
visa färre...
Abstract
Ämnesord
Stäng
- Recent research underlines that strong branded identities are created through co-creational processes in which multiple stakeholders are actively involved and brand identities are matched with cultural, political, and economic forces in society. However, there is a lack of in-depth research into how organizations attempt to adopt new branding logics. To address this research gap, we conduct a study of a university that is rebranding itself in accordance with a new market-oriented, service-dominant logic. While harmonic value co-creation between the brand and stakeholders is emphasized in an earlier literature, our study shows that attempts to adopt these logics trigger contradictory and adversarial interpretations among stakeholders about the role and identity of the focal actor vis-à-vis their own. We conclude that adopting new branding logics involves struggles and dynamics of power and resistance, which have passed unnoticed in earlier research. Resistance is not only targeted toward the brand's symbolic meanings and conducted by marginal consumer groups to enhance their own identities. Rather, it can also be targeted toward the tangible resource roles that stakeholders are expected to assume vis-à-vis the brand, and conducted by various stakeholder resistors – with the outcome of undermining and shifting the essence of the brand itself.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- branding logics
- consumer resistance
- organizations
- stakeholders
- service-dominant logic
- marketization
- university
- merger
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
Hitta via bibliotek
Till lärosätets databas