Brand Co-creation, Brand Meaning, and Customer Response. Stakeholder Engagement and Collaboration in Dove's Campaign for Real Beauty

      Аннотация: Dove's Campaign for Real Beauty is an innovative way of approaching the twenty-first century consumer who is armed with knowledge, capabilities, and a willingness to interact with companies. In experiential marketing, consumers engage with the brand and with other consumers at several levels of the co-creation of experience. The relational transactions between the brand and the consumer take place across multiple channels. However, the relationships formed in this type of marketing are subject to the sociocultural, economic, and psychological environment. The book puts into perspective the notion of stakeholder communication and stakeholder engagement in a postmodern society. Furthermore, it explores the concept of co-creation and relationship building, which represent the future of competition in the present marketplace. Dove’s initiative is a revelatory business example of what it means to be proactive, stakeholder-engaged, and responsive to societal concerns. The book investigates how organizations build relationships with consumers through an innovative marketing campaign that addresses a paramount concern: the distorted view of beauty.

Ключевые слова: Branding, co-creation, experiential marketing, Marketing campaigns, Virtual communities