ItemBook Chapter

Brand Identity and Image Management in Peer-to-Peer Platforms: Navigating Crisis in Digital Environments

Title
Brand Identity and Image Management in Peer-to-Peer Platforms: Navigating Crisis in Digital Environments
Creator
Agrawal, Ayushi; Balaji, Vedha; Lakshmanan, Ganesh; Srivastava, Manish Kumar
Description
The peer-to-peer economy is experiencing remarkable growth in a short span of time, showcasing a wide variety of platforms, dynamic business models and transactions. It is essential to gain a thorough understanding of how these platforms maintain brand image and their identity in this digital age. Despite the importance of the concept, and the rapid need to know how brand image is co-created in peer-to-peer platforms, literature lacks a theoretical understanding of the concept. This book chapter develops a brand image conceptualization and how platforms as a company, service providers and consumers play a crucial role in creating and maintaining brand image. This study will decisively examine how brand image is created, communicated and protected by stakeholders in these technology-driven environments. Also, the chapter emphasizes that effectively managing brand image in P2P environments requires a comprehensive approach. This approach should integrate technological solutions, safety protocols, and a deep understanding of the dynamic interactions among all the stakeholders. Copyright 2026, IGI Global Scientific Publishing.
Source
Digital Platforms and Managing Brand Crises;pp.33-61
Date
01-01-2025
Publisher
IGI Global Scientific Publishing
Coverage
Agrawal A., Christ University, Bengaluru, India; Balaji V., Christ University, Bengaluru, India; Lakshmanan G., Christ University, Bengaluru, India; Srivastava M.K., Christ University, Bengaluru, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 979-833732369-5; 979-833732367-1; 979-833732368-8;
Format
online
Language
English
Type
Book chapter

Citation

Agrawal, Ayushi; Balaji, Vedha; Lakshmanan, Ganesh; Srivastava, Manish Kumar, “Brand Identity and Image Management in Peer-to-Peer Platforms: Navigating Crisis in Digital Environments,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 19, 2026, https://archives.christuniversity.in/items/show/24702.

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