Abstract
Increasing consumer power, accelerated by the meteoric rise of social media, threatens the foundations of branding. In the wake of this affirmation featured within the Journal of Brand Management Call for Papers, the question we ask ourselves is twofold: On the one hand, how can interactions between a brand and its most enthusiastic consumers be transformed into ‘bankable’ shareholder value for investors; and on the other, how can brand orchestration – specifically supported by stimulating collaboration among consumers grouped into communities – increase or, conversely, endanger shareholder value? Thus, the aim of the article is to focus on the connections between three types of actors who build the new world of brands: consumers, marketers and financiers.
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2joined Euromed Management in September 2004 as a Professor of Finance. He is now a General Delegate for Euro Mediterranean Affairs. He has published Construire l’Euroméditerranée (L’Harmattan, 2008). He belongs to the Scientific Committee of Techniques Financières et Développement and is on the Editorial Board of the EuroMed Journal of Business. He holds the AG2R LA MONDIALE Chair in ‘Finance Reconsidered: Investment, Solidarities and Responsibility'.
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Cova, B., Paranque, B. Value creation versus destruction: The relationship between consumers, marketers and financiers. J Brand Manag 20, 147–158 (2012). https://doi.org/10.1057/bm.2012.46
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DOI: https://doi.org/10.1057/bm.2012.46