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

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  • Centeno, Dave
  • Wang, Jeff Jianfeng

Abstract

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 by multiple stakeholder-actors who have resources and incentives in the activities that make 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 as well as sociocultural codes, including social construction and negotiation 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.

Suggested Citation

  • Centeno, Dave & Wang, Jeff Jianfeng, 2017. "Celebrities as human brands: An inquiry on stakeholder-actor co-creation of brand identities," Journal of Business Research, Elsevier, vol. 74(C), pages 133-138.
    • Handle: RePEc:eee:jbrese:v:74:y:2017:i:c:p:133-138
    DOI: 10.1016/j.jbusres.2016.10.024
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    Cited by:

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    4. Guillaume Dumont & Mart Ots, 2020. "Social dynamics and stakeholder relationships in personal branding," Post-Print hal-02312404, HAL.
    5. Jin, S. Venus & Ryu, Ehri, 2020. "“I'll buy what she's #wearing†: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    6. Osorio, María Lucila & Centeno-Velázquez, Edgar & López-Pérez, María Eugenia & del Castillo, Ernesto, 2021. "Authenticity, fit and product type: Testing a celebrity brand extension model cross-culturally," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    7. Opris Adriana & Pelau Corina & Lazar Laura, 2020. "The role of celebrities for the image of endorsed products," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 838-846, July.
    8. Hamby, Anne & Kim, Hongmin & Spezzano, Francesca, 2024. "Sensational stories: The role of narrative characteristics in distinguishing real and fake news and predicting their spread," Journal of Business Research, Elsevier, vol. 170(C).
    9. Osorio, Maria Lucila & Centeno, Edgar & Cambra-Fierro, Jesus, 2023. "An empirical examination of human brand authenticity as a driver of brand love," Journal of Business Research, Elsevier, vol. 165(C).
    10. Erz, Antonia & Heeris Christensen, Anna-Bertha, 2018. "Transforming Consumers Into Brands: Tracing Transformation Processes of the Practice of Blogging," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 69-82.
    11. P. Rodrigues & M. Junaid & A. Sousa & A. P. Borges, 2024. "Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 382-400, July.
    12. Thomas, Veronica L. & Fowler, Kendra, 2023. "Examining the outcomes of influencer activism," Journal of Business Research, Elsevier, vol. 154(C).
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