Branding in the Digital Era:
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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2020-01-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/39/3/39_2020.005/_html/-char/en |
| Summary: | 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. |
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| ISSN: | 0389-7265 2188-1669 |