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

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Author(s): Ayushi Agrawal (Christ University, Bengaluru, India), Vedha Balaji (Christ University, Bengaluru, India), Ganesh Lakshmanan (Christ University, Bengaluru, India)and Manish Kumar Srivastava (Christ University, Bengaluru, India)
Copyright: 2026
Pages: 30
Source title: Digital Platforms and Managing Brand Crises
Source Author(s)/Editor(s): Jorge Remondes (CEOS.PP, ISCAP, Polytechnic of Porto, Portugal)and Ana Pinto de Lima (CEOS.PP, ISCAP, Polytechnic of Porto, Portugal)
DOI: 10.4018/979-8-3373-2367-1.ch002

Keywords: Business Science Reference / Digital Communications / Marketing and Consumer Behavior / Media & Communications

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Abstract

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.

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

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