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Creating a compelling brand meaning by orchestrating stories: The case of Scandinavia’s largest department store
Högskolan i Borås, Akademin för textil, teknik och ekonomi. (Sustainable Consumption Research Group)
2016 (Engelska)Ingår i: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 32, s. 210-217Artikel i tidskrift (Refereegranskat) Published
Abstract [en]

The aim of this paper is to explore how a company can create a compelling brand meaning by orchestrating what is said in different points of contact with the brand. A case study of Scandinavia's largest store suggests that, in order to create a compelling brand meaning, a retailer need to manage oral and written stories, as well as stories told by facilities, goods, and services. It is argued that all stories need to be coherent in the sense that they all fit the brand meaning, and that it sometimes may require expansion of the retailer's control boundary. The case study also suggests that reality shows can be important points of contact, very much due to their ability to tell credible stories that can humanize the brand, and that individual employees can constitute important assets in these stories.

Ort, förlag, år, upplaga, sidor
2016. Vol. 32, s. 210-217
Nyckelord [en]
Branding, Orchestrating, Humanizing, Story telling
Nationell ämneskategori
Företagsekonomi
Forskningsämne
Handel och IT
Identifikatorer
URN: urn:nbn:se:hb:diva-11386DOI: 10.1016/j.jretconser.2016.06.015ISI: 000384806200023Scopus ID: 2-s2.0-84978209577OAI: oai:DiVA.org:hb-11386DiVA, id: diva2:1055959
Tillgänglig från: 2016-12-13 Skapad: 2016-12-13 Senast uppdaterad: 2017-11-29Bibliografiskt granskad

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Hjelmgren, Daniel

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