عنوان انگلیسی مقاله:

Celebrities as human brands: An inquiry on stakeholder actor co-creation of brand identities

ترجمه عنوان مقاله: افراد مشهور به عنوان برندهای انسانی: تحقیق در مورد ذینفعان بازیگر، همکاری جهت ایجاد هویت نام تجاری

رشته: بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 6 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

This paper examines the co-creation of human brands exemplified by celebrities in a stakeholder-actor approach. Combining theoretical frameworks of brand identity co-creation and stakeholder paradigms, demonstrates how human brand identities co-create bymultiple stakeholder-actorswho have resources and incentives in the activities thatmake up an enterprise of a human brand, including the celebrities themselves, consumer-fans, and business entities. By utilizing observational, archival netnographic data from popular social media platforms, four exemplars of celebrity identities demonstrate the co-creation of human brands. Findings illustrate key stakeholder actors’ participation in the co-creation process aswell as sociocultural codes, including social construction andnegotiation of identities, parasocialization, influence projection, legitimization, and utilization of human brand identities. These human brand identity dynamics advance a stakeholder-actor paradigm of brand co-creation that adapts to the predominant consumer culture and human ideals that surround the celebrity. Results inform implications and future research on celebrity brand marketing management and co-creation.

Keywords: Brand identity, Celebrities, Co-creation, Human brands, Social media, Stakeholder

مقدمه مقاله

Celebrities are human brands – their performances on- and offstage, off- and online, public or private, aremarketing and branding exercises. Their everyday life choices and values are intrinsically private, but performed in public. These actions create brands and branding identities. Consequently, the human brand identities sell product brands through endorsements and persuasions by giving personality qualities to inanimate brands; and they encourage consumption through being an idealized consumer and a commodity vessel (Holmes & Redmond, 2014).

This paper extends “human brands” as “any well-known persona who is the subject of marketing communication efforts” (Thomson, 2006, p. 104) by analyzing their identities as a “multi-dimensional classification or mapping of the human world and our places in it, as individuals and as members of collectivities” (Jenkins, 2014, p. 5). The recent development in branding literature shifts attention from merely focusing on brand image or brand differentiation to include brand identity in the total brand equity (Keller, 2003). The early definition of brand identity (Aaker, 1996) describes the phenomena as a unique set of brand associations that brand strategists aspire to create or maintain.

Combining human brand and identities definitions support examining celebrity’s human brand identity as a multi-dimensional classification and mapping of human concepts (“who they are, and who they are seen to be…and who they are in our lives”, Jenkins, 2014, p. 3) because both individuals and communitymembers are relevant tomarketing efforts.

Human brand identities can take place as collective, collaborative, and performative (von Wallpach, Voyer, Kastanakis, & Mühlbacher, 2016) aspects of a social co-creation process involving multiple providers of identity as stipulated by the service-dominant (SD) logic and adopted by the evolving brand logic (Merz,He, & Vargo, 2009). Complementarily, the stakeholder paradigm in co-creation is inherently compatible within the framework of human brand identity co-creation process—a set of interrelationships among groups that have a stake in the activities that make up a business. In this case, a celebrity human  brand identity forms by co-creation.

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