Stakeholder-based Brand Equity (SBBE) : How it develops through firm-stakeholder interactions in emerging markets
Summary, in English
This thesis encompasses a qualitative study of three Swedish companies within the emerging markets of Brazil, Russia, India and China and employs a narrative approach to investigate corporate relationships with social, political, and business stakeholders, and the influence of these multiple firm-stakeholder interactions on the brand. There is particular emphasis on stakeholder and corporate activities and their influence on the development of SBBE.
The core finding of this study is a framework that conceptualises SBBE and outlines the dynamics of its development process and the influence of stakeholder and corporate collaboration on the brand’s context. Unlike existing brand equity frameworks, it outlines a dynamic and circular process and stresses the development of SBBE as collectively created through multiple firm-stakeholder collaborations and mutual value creation.
Through this SBBE framework, this study contributes to theory and practice by 1) operationalising this novel concept through a typology of dimensions and sub-dimensions; 2) outlining specific corporate activities whereby managers can influence SBBE development; 3) showing how stakeholders can positively influence SBBE development through their collaborative response; and 4) providing new insights which might lead to long-term value creation through the changing of the brand’s context via stakeholder collaboration.
- Business Administration
- brand equity
- stakeholder collaboration
- value co-creation
- emerging markets
- narrative analysis
- ISBN: 978-91-7895-946-4
- ISBN: 978-91-7895-945-7
21 september 2021
- Richard Gyrd-Jones (Professor)