The multi-layered nature of the internet-based democratization of brand management
The evolution of the internet, including developments such as Web 2.0, has led to new relationship realities between organizations and their stakeholders. One manifestation of these complex new realities has been the emergence of an internet-based democratization of brand management. Research about this phenomenon has so far mainly focused on investigating just one or more individual themes and thereby disregarded the inherent multi-layered nature of the internet-based democratization of brand management as a holistic, socio-technological phenomenon. The aim of this paper is to address this limitation through an investigation of the various socio-technological democratization developments of the phenomenon. To achieve this aim, a balanced and stakeholder-oriented perspective on brand management has been adopted to conduct an integrative literature review. The review reveals three key developments, which together form the essential parts of the phenomenon: (I) the democratization of internet technology, (II) the democratization of information, and (III) the democratization of social capital. The insights gained help to clarify the basic structures of the multi-layered phenomenon. The findings contribute also to the substantiation of a call for a new brand management paradigm: one that takes not only company-initiated but also stakeholder-initiated brand management activities into account.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Sara Ferlander & Duncan Timms, 2007. "Social Capital and Community Building Through the Internet: a Swedish Case Study in a Disadvantaged Suburban Area," Sociological Research Online, Sociological Research Online, vol. 12(5), pages 8.
- Fournier, Susan & Avery, Jill, 2011. "The uninvited brand," Business Horizons, Elsevier, vol. 54(3), pages 193-207, May.
- Berthon, Pierre & Pitt, Leyland F. & Campbell, Colin, 2009. "Does brand meaning exist in similarity or singularity?," Journal of Business Research, Elsevier, vol. 62(3), pages 356-361, March.
- L. Plé & R. Chumpitaz, 2010. "Not always co-creation: introducing interactional co-destruction of value in service-dominant logic," Post-Print halshs-00588239, HAL.
- Verona, Gianmario & Prandelli, Emanuela, 2002. "A Dynamic Model of Customer Loyalty to Sustain Competitive Advantage on the Web," European Management Journal, Elsevier, vol. 20(3), pages 299-309, June.
- Cova, Bernard & Dalli, Daniele, 2009. "Working Consumers: The Next Step in Marketing Theory?," MPRA Paper 36717, University Library of Munich, Germany.
- Firat, A Fuat & Venkatesh, Alladi, 1995. " Liberatory Postmodernism and the Reenchantment of Consumption," Journal of Consumer Research, University of Chicago Press, vol. 22(3), pages 239-67, December.
- Fuller, Johann & Jawecki, Gregor & Muhlbacher, Hans, 2007. "Innovation creation by online basketball communities," Journal of Business Research, Elsevier, vol. 60(1), pages 60-71, January.
- Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. " Brand Community," Journal of Consumer Research, University of Chicago Press, vol. 27(4), pages 412-32, March.
- Pitt, Leyland F. & Berthon, Pierre R. & Watson, Richard T. & Zinkhan, George M., 2002. "The Internet and the birth of real consumer power," Business Horizons, Elsevier, vol. 45(4), pages 7-14.
- Berthon, Pierre & Hulbert, James M., 2003. "Marketing in metamorphosis: Breaking boundaries," Business Horizons, Elsevier, vol. 46(3), pages 31-40.
When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:66:y:2013:i:9:p:1473-1483. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.