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«of the AM’s Brand, Corporate Identity and Reputation SIG INSTRUCTIONS FOR THE SESSIONS Sessions chairs The main function of a session chair is to ...»

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Practical implications Our findings allow managers to be aware of the major factors that may significantly contribute to the negative relationships that consumers have towards brands. Thereby, it helps help marketing practitioners to take more efficient decisions and avoid strategies that increment negative relationships.

Limitations The identified categories were not analysed in depth during this study and they might have commonalities that need to be considered on a later investigation. Furthermore, other relevant themes regarding sustainability issues must be included in order to explore all consumer perspectives. Besides that, it is suggested that future research should focus on testing other consumers’ perspectives through qualitative and quantitative analyses to provide additional knowledge to the ongoing topic.

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Psychology and Marketing, 19 (2), pp.149Creative brand and design – Exploring brand co-creation in the context of festivals Luonila, Mervi Suomi, Kati The purpose of the research In this study, we build on academic literature on brand co-creation, the purpose of the study being to examine brand co-creation in the context of networked festival productions.

Connecting the study to the significance of shared information with audiences and stakeholders, the study sets the following research questions: 1) how brand co-creation is denoted among festival managers? 2) how the role of stakeholders impact on brand cocreation in designing festival experience?

The context of festivals is suitable for multidisciplinary theoretical development on academic discourse on brand building and arts management. This allows a fruitful ground given the festivals’ multifaceted and paradoxical nature, where at the same time exists the need to create and need to survive (Collin-Lachaud & Duyck, 2002). Firstly, we argue, that it is important to understand this discourse at practical level because it is crucial to the creation, stability and long-term survival of festivals. Secondly, theoretically, the festivals as research context, provide an opportunity to deepen understanding of the meaning of experience and co-creation within academic literature on brand co-creation. As Mossberg and Getz (2006,

314) argue: “festival context is theoretically different from branding applied to companies with products and services to sell to consumers, although the consumer approach is still relevant. The main issue is about how organizations can use branding strategically, with many stakeholders involved, for long-term sustainability”. Bearing this in mind, applying the theoretical background from the literature on festival management and brand co-creation, in this study we contribute to the understanding of co-creation, brands’ and a festivals’ interface. Thus, in this study we approach branding from corporate branding perspective rather than from focusing on a single product or service brand only (e.g. Roper & Fill, 2012).



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