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The role of personas and the co-authoring of brand meanings in effectual branding

Karin Winroth (Författare), Tommy Larsson Segerlind, 1964- (Författare)

URI https://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-60066, URN urn:nbn:se:sh:diva-60066, DOI 10.1080/0267257x.2026.2674034

Södertörns högskola Institutionen för samhällsvetenskaper (Utgivare), Södertörns högskola Institutionen för samhällsvetenskaper (Utgivare)

utgivning

Taylor & Francis, 2026

är del av

Journal of Marketing Management · ISSN 0267-257X

1-22

Bidrag, Onlineresurs

Finns online:

http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-60066

Värdpublikation

ämne

Social Sciences, Samhällsvetenskap, Social Sciences, Economics and Business, Business Administration, Samhällsvetenskap, Ekonomi och näringsliv, Företagsekonomi, Digitala transformationer, Digital transformations, Effectuation, effectual branding, persona, coauthoring of brand meanings, branding

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Sammanfattning

Effectuation is comprehended as a strategy that is used in an uncertain context being explored in co-created opportunities orthe co-creation of markets. In discussions of effectuation asa theoretical model, branding is only briefly touched upon. This article aims to deepen the discussion of effectual branding byshowing how the personas of an entrepreneur can be importantfor sense-making and creating trust in an uncertain setting. Focusing on how the meanings of brands emerge from a network of stakeholders, this article suggests conceptual propositions regarding how the personas of entrepreneurs become important resources in the intertwined processes of co-authoring brandmeanings and co-creating new ventures. A case from the fashionindustry clarifies how these concepts provide insight into entrepreneurial venture processes.