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Publisher: Elsevier
Languages: English
Types: Article
Subjects:
The creation of identity, in terms of both consumer identity and brand identity, is a core\ud topic in marketing theory. Based on participant ethnography of Yes Edinburgh North &\ud Leith, part of Yes Scotland, the national referendum campaign supporting Scottish\ud independence, this paper explores identity co-creation among three entities: The brand, the\ud individual consumer, and the brand community. The findings suggest that the interactions\ud among these entities co-create their identity, primarily through the actions of highly\ud motivated working consumers. This paper identifies the main dialectic relationships and\ud shows how the effects move beyond the dyads to affect the other entities, including the\ud symbols used in the process of co-creation. The paper concludes with a discussion of the\ud implications for brands, individual consumers, and brand communities.
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