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Ethnic brand identity work: Responding to authenticity tensions through celebrity endorsement in brand digital self-presentation

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  • Chatzopoulou, Elena
  • Navazhylava, Kseniya

Abstract

Based on an exploratory thematic analysis of the interviews with representatives of brands with intense ethnic digital self-presentation and on confirmatory analysis of the content of the brands’ digital media, this qualitative study introduces a notion of brand identity work. Four contributions are made: theorising brand identity work as a process of identity construction that involves brand building and brand presentation; unpacking a typology of tensions between brand building and brand presentation specific to ethnic marketing; suggesting a dynamic view of authenticity and uncovering a typology of presentation strategies that address these conflicts. We find that behind the tensions between brand-building and brand presentation stands brands’ concern about authenticity. Depending on the type of authenticity tensions, brands develop self-presentation strategies, notably, celebrity endorsement. Social media content analysis shows that brands use self-presentation strategies separately or in combination.

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  • Chatzopoulou, Elena & Navazhylava, Kseniya, 2022. "Ethnic brand identity work: Responding to authenticity tensions through celebrity endorsement in brand digital self-presentation," Journal of Business Research, Elsevier, vol. 142(C), pages 974-987.
    • Handle: RePEc:eee:jbrese:v:142:y:2022:i:c:p:974-987
    DOI: 10.1016/j.jbusres.2022.01.020
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