The multi-layered nature of the internet-based democratization of brand management

2.50
Hdl Handle:
http://hdl.handle.net/10547/270919
Title:
The multi-layered nature of the internet-based democratization of brand management
Authors:
Asmussen, Bjoern; Harridge-March, Sally; Occhiocupo, Nicoletta; Farquhar, Jillian Dawes
Abstract:
The evolution of the internet, including developments such as Web 2.0, has led to new relationship realities between organizations and their stakeholders. One manifestation of these complex new realities has been the emergence of an internet-based democratization of brand management. Research about this phenomenon has so far mainly focused on investigating just one or more individual themes and thereby disregarded the inherent multi-layered nature of the internet-based democratization of brand management as a holistic, socio-technological phenomenon. The aim of this paper is to address this limitation through an investigation of the various socio-technological democratization developments of the phenomenon. To achieve this aim, a balanced and stakeholder-oriented perspective on brand management has been adopted to conduct an integrative literature review. The review reveals three key developments, which together form the essential parts of the phenomenon: (I) the democratization of internet technology, (II) the democratization of information, and (III) the democratization of social capital. The insights gained help to clarify the basic structures of the multi-layered phenomenon. The findings contribute also to the substantiation of a call for a new brand management paradigm: one that takes not only company-initiated but also stakeholder-initiated brand management activities into account
Affiliation:
University of Bedfordshire; Oxford Brookes University
Citation:
Asmussen, B., Harridge-March, S., Occhiocupo, N., Farquhar, J. (2012) 'The multi-layered nature of the internet-based democratization of brand management'. Journal of business research 66 (9) pp 1473–1483
Publisher:
Elsevier
Journal:
Journal of business research
Issue Date:
Dec-2012
URI:
http://hdl.handle.net/10547/270919
DOI:
10.1016/j.jbusres.2012.09.010
Additional Links:
http://www.sciencedirect.com/science/article/pii/S0148296312002469
Type:
Article
Language:
en
ISSN:
0148-2963
Appears in Collections:
Centre for Advances in Marketing (CAM)

Full metadata record

DC FieldValue Language
dc.contributor.authorAsmussen, Bjoernen_GB
dc.contributor.authorHarridge-March, Sallyen_GB
dc.contributor.authorOcchiocupo, Nicolettaen_GB
dc.contributor.authorFarquhar, Jillian Dawesen_GB
dc.date.accessioned2013-03-04T12:56:52Zen
dc.date.available2013-03-04T12:56:52Zen
dc.date.issued2012-12en
dc.identifier.citationAsmussen, B., Harridge-March, S., Occhiocupo, N., Farquhar, J. (2012) 'The multi-layered nature of the internet-based democratization of brand management'. Journal of business research 66 (9) pp 1473–1483en_GB
dc.identifier.issn0148-2963en
dc.identifier.doi10.1016/j.jbusres.2012.09.010en
dc.identifier.urihttp://hdl.handle.net/10547/270919en
dc.description.abstractThe evolution of the internet, including developments such as Web 2.0, has led to new relationship realities between organizations and their stakeholders. One manifestation of these complex new realities has been the emergence of an internet-based democratization of brand management. Research about this phenomenon has so far mainly focused on investigating just one or more individual themes and thereby disregarded the inherent multi-layered nature of the internet-based democratization of brand management as a holistic, socio-technological phenomenon. The aim of this paper is to address this limitation through an investigation of the various socio-technological democratization developments of the phenomenon. To achieve this aim, a balanced and stakeholder-oriented perspective on brand management has been adopted to conduct an integrative literature review. The review reveals three key developments, which together form the essential parts of the phenomenon: (I) the democratization of internet technology, (II) the democratization of information, and (III) the democratization of social capital. The insights gained help to clarify the basic structures of the multi-layered phenomenon. The findings contribute also to the substantiation of a call for a new brand management paradigm: one that takes not only company-initiated but also stakeholder-initiated brand management activities into accounten_GB
dc.language.isoenen
dc.publisherElsevieren_GB
dc.relation.urlhttp://www.sciencedirect.com/science/article/pii/S0148296312002469en
dc.subjectbrand managementen_GB
dc.subjectbrandingen_GB
dc.subjectInterneten_GB
dc.subjectdemocratizationen_GB
dc.subjectsocial capitalen_GB
dc.subjectonline marketingen_GB
dc.subjectstakeholdersen_GB
dc.titleThe multi-layered nature of the internet-based democratization of brand managementen
dc.typeArticleen
dc.contributor.departmentUniversity of Bedfordshireen_GB
dc.contributor.departmentOxford Brookes Universityen_GB
dc.identifier.journalJournal of business researchen_GB
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