Branding in the Digital Era:

• Nishihara Akihiro

  Asia University

• Emmaru Tetsuma

  Osaka City University

• Suzuki Kazuhiro

  Otaru University of Commerce

Bibliographic Information

Other Title

• デジタル時代におけるブランド構築
• Collaborative Creation of Brand Value
• ― ブランド価値協創 ―

Abstract

We consider branding in the digital era, which will be further developed, based on existing brand studies. This study proposes “Collaborative creation of brand value,” which incorporates Brand Incubation Third-party (BIT), the third entity that contributes to branding, but whose importance is often overlooked. Furthermore, we suggest that brand engagement, which is a concept that shows social relationships beyond economic relationships, is important in the “collaborative creation of brand value” among the three entities.

Journal

• Japan Marketing Journal

  Japan Marketing Journal 39 (3), 21-31, 2020-01-11

  Japan Marketing Academy

Keywords

• Relationship marketing
• Brand development
• Co-creation of brand value
• Collaborative creation of brand value
• Brand engagement

Details

• CRID: 1390846609792497664
• NII Article ID: 130007784469
• DOI: 10.7222/marketing.2020.005
• ISSN: 21881669
• ISSN: 03897265
• Web Site: https://www.jstage.jst.go.jp/article/marketing/39/3/39_2020.005/_pdf
• Text Lang: ja
• Data Source:
  • JaLC
  • Crossref
  • CiNii Articles
  • KAKEN
• Abstract License Flag: Disallowed