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Towards a co-creational perspective on corporate heritage and corporate heritage brands

Burghausen, Mario 'Towards a co-creational perspective on corporate heritage and corporate heritage brands.' In: Iglesias, Oriol and Ind, Nicholas and Schultz, Majken, (eds.) The Routledge Companion to Corporate Branding. Routledge. ISBN 9780367476632 (In Press)

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Abstract

This theoretical chapter links the field of corporate heritage (branding) scholarship with the emerging co-creation perspective and approach to corporate branding. By adopting a co-creational perspective, this chapter argues that corporate heritage and corporate heritage brands are always also co-created by multiple stakeholders (internal and external) and not only marketers or managers alone. It suggests that stakeholders actively shape the temporal relations between past, present and future that are constitutive for corporate heritage (brands). By drawing on the insights from the corporate heritage (branding) literature and combining it with a synthesis of the co-creation perspective, the chapter outlines key co-creation processes characteristic of corporate heritage (brands): valorising, (re)interpreting, manifesting, appropriating, augmenting the past in the present and for the future as heritage. These processes are linked to temporal co-creation as an additional generic form of corporate brand co-creation in addition to the co-creation of value, meaning, identity and experience. Finally, a conceptual framework is developed to show the links between these different processes and dimensions of co-creation as they apply to corporate heritage (brands).

Item Type: Book Section
Additional Information: Online publication will be on 7 April 2022
Uncontrolled Keywords: corporate brand, corporate heritage, co-creation, brand management, heritage brand, brand heritage, marketing
Divisions: Faculty of Social Sciences > Essex Business School
Depositing User: Elements
Date Deposited: 15 Feb 2022 12:29
Last Modified: 15 Feb 2022 12:29
URI: http://repository.essex.ac.uk/id/eprint/31402

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