Brand co-creation in multichannel media environments: A narrative approach

Research output: Contribution to journalArticleScientificpeer-review

13 Citations (Scopus)


This paper advances knowledge of the productive, strategically important roles that media consumers play in brand co-creation in the empirical context of multichannel media outlets. Based on a qualitative study, the paper shows how a media company leverages the power of communities and networks in its strategic brand management to engage its consumers in brand co-creation by authoring, contesting, and circulating narratives about the brand and their relationship with the brand in the course of their identity work as individuals and members of the online community of the brand. The paper concludes that in the contemporary co-creative media culture, media managers might need to develop new practices and approaches to brand management that stimulate and motivate brand co-creation all the while preserving the brand’s essence.
Original languageEnglish
Pages (from-to)69–86
Number of pages18
Issue number1
Publication statusPublished - 2 Jan 2020
MoE publication typeA1 Journal article-refereed


  • media brand
  • strategic media management
  • brand narratives
  • brand co-creation
  • multichannel media outlets
  • identity work


Dive into the research topics of 'Brand co-creation in multichannel media environments: A narrative approach'. Together they form a unique fingerprint.

Cite this