Brand Meaning Research Cluster (BMRC)
The Brand Meaning Research Cluster
...studies the co-construction and co-destruction of brand meaning in a collaborative effort between multiple stakeholders.
This view challenges the existing hegemony in the brand management literature, which sees brand meaning as the prerogative of brand managers and their agencies. In our research we see the co-construction of brand meaning taking place through the processes and relationships within the stakeholder eco-system. Meaning co-creation affects both brands as well as stakeholders involved and is established within social, cultural, political and economic contexts. This area of research is emergent and already represented in top marketing journals such as Journal of Academy of Marketing Science, Journal of Business Research and relates to parallel research in consumer behaviour published in Journal Citations Report and notions on co-creation published in Journal of Marketing.
The cluster is highly active in research and teaching where we see a synergistic relationship between the two. Our research is published inter alia in: Journal of Business Research, Industrial Marketing Management, Journal of Business Ethics, Psychology & Marketing, Journal of Brand Management, Journal of Marketing Management, and European Journal of Marketing.
We are active at the following conferences: Advanced in Consumer Research, European Advances in Consumer Research, European Marketing Academy (EMAC), and Australian & New Zealand Marketing Academy (ANZMAC).
Our aim is to become a recognised center for research in this field and a major international node for the exchange of knowledge for researchers within the areas of brand meaning co-creation.
Our strategy is built on four pillars: High quality in research, international collaboration, research education, and teaching described more in detail below.
Associate Professor Richard Jones
Associate Professor Sylvia von Wallpach
Associate Professor Niels Kornum
Assistant Professor Antonia Erz
Assistant Professor Stefan Markovic
PhD Fellow Serena Wider
PhD Fellow Anna-Bertha Heeris Christensen
Head of Department Adam Lindgreen
4 pillar strategy
1) High quality research: The cluster is highly active in research and teaching where we see a synergistic relationship between the two. Our research is published inter alia in: Journal of Business Research, Psychology & Marketing, Journal of Brand Management, Journal of Marketing Management, European Journal of Marketing. We are active at the following conferences: Advanced in Consumer Research, European Advances in Consumer Research, European Marketing Academy (EMAC), and Australian & New Zealand Marketing Academy (ANZMAC).
2) International collaboration: The Brand Meaning Network is a network of leading critical scholars interested in exploring and discussing the co-creation and co-destruction of brand meaning.
3) Research education: Any research area is dependent on the creation of new researchers and new ideas. The cluster offers a highly competent and supportive environment for PhD students. We have a strong track record in successful PhD supervision. Through the international research network we actively support the exchange of PhD students within the network and encourage PhD students to visit CBS as part of their education. The cluster is committed to establish a PhD course at CBS in 2016/17.
4) Teaching: The cluster has a strong attitude to the delivery of innovative and research based teaching. We deliver high quality teaching using class-based, blended and fully online courses. Our teaching evaluations are consistently high.
Currently we offer the following courses:
New Frontiers in Branding, MSc level (Cand.merc.) elective. Online course only.
Social Media Marketing, MSc level (Cand.merc.) elective. Online course only.
Vallaster, C., von Wallpach, S., & Zenker, S. (2017). The interplay between urban policies and grassroots city brand co-creation and co-destruction during the refugee crisis: Insights form the city brand Munich (Germany). Cities. In Press
Törmälä, M. & Gyrd-Jones, R.I. (2017). Development of new B2B Venture Corporate Brand Identity: A Narrative Performance Approach. Industrial Marketing Management, vol65, pp.76-85
Ind, N., Iglesias, O., & Markovic, S. (2017). The co-creation continuum: from tactical market research tool to strategic collaborative innovation method. Journal of Brand Management, 24(4), 310-321
von Wallpach, S., Voyer, B., Kastanakis, M. & Mühlbacher, H. (2017). Co-creating Stakeholder and Brand Identities : Introduction to the Special Section, Journal of Business Research, Vol. 70, 2017, p. 395–398
von Wallpach, S., Hemetsberger, A. & Espersen, P. (2017). Performing Identities : Processes of Brand and Stakeholder Identity Co-construction, Journal of Business Research, Vol. 70, 1.2017, p. 443-452
Kornum, N., Gyrd-Jones, R., Al Zagir, N. & Brandis, K. (2017). Interplay Between Intended Brand Identity and Identities in a Nike Related Brand Community : Co-existing Synergies and Tensions in a Nested System. Journal of Business Research, Vol. 70, 1.2017, p. 432-440
Markovic, S., Iglesias, O., & Ind, N. (2016). Exploring the Managerial Approaches to Co-creation. 2016 Summer American Marketing Association Conference (AMA). Atlanta, USA.
Vallaster, C. & von Wallpach, S. (2015). Brand Strategy Co-Creation : A Strategy-as-Practice Approach. Abstract 10th Global Brand Conference – Academy of Marketing. Turku School of Economics – University of Turku. Turku, Finland.
Kornum, N., Mühlbacher, H. (2013), Multi-stakeholder virtual dialogue: Introduction to the special section, Journal of Business Research, Vol.66, 1460-1464.
Gyrd-Jones, R.I. & Kornum, N. (2013). Managing the co-created brand: Value and cultural complementarity in online and offline multi-stakeholder ecosystems. Journal of Business Research, vol 66, no 9, pp. 1484-1493.
Vallaster, Christine & von Wallpach, Sylvia (2013). An Online Discursive Inquiry into the Social Dynamics of Multi-stakeholder Brand Meaning Co-creation. Journal of Business Research, Special Issue on Virtual Dialogue. Volume 66, Issue 9, pp. 1505-1515.
von Wallpach, Hemetsberger & Kornum (2013). Understanding processes of multi-stakeholder brand-interessement. Proceedings EMAC, Istanbul.