ABSTRACT
Co-creation is a hot topic in corporate brand management. The roots of the co-creative perspective go back to the discussions around service marketing and service dominant logic, to new approaches within innovation management and to remarkable changes in consumer behaviour (Baumgarth and Kristal, 2019). Undoubtedly, much has been written about the co-creation of brand meaning (e.g., Iglesias and Ind, 2020; Veloutsou and Guzman, 2017), but less is known about employees’ role in co-creating brands. This is astonishing because the literature on internal branding is vast and offers deep insights into this topic. In our view, one reason for this research deficiency is that the literature on internal branding has not yet been sufficiently combined with the new ideas of co-creation. This chapter tries to fill this gap by offering a co-creative view on internal branding. In addition to discussing relevant research issues, our analysis presents the findings of a structured literature review on internal branding and co-creation and draws important conclusions that are relevant for both research and practice.
