Brand Identity Negotiation in Mediated B2B Relationships: The Co-Creative Role of Dealers. Comparative Case Study.
This study explores the dynamics of brand identity co-creation within business-to-business (B2B) contexts, focusing particularly on the role of dealers as intermediaries between suppliers and end customers. Drawing on the Communicative Constitution of Organizations (CCO) framework and Social Identity Theory (SIT), this research examines how dealers self-identify with the supplier’s brand identity,
