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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. 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.
    5. Kay H. Hofmann, 2021. "Television Serials as Career Stepping Stones: An Empirical Analysis of Employment Paths of Professional Actors," Schmalenbach Journal of Business Research, Springer, vol. 73(3), pages 501-525, December.
    6. Sarasvuo, Sonja & Rindell, Anne & Kovalchuk, Marina, 2022. "Toward a conceptual understanding of co-creation in branding," Journal of Business Research, Elsevier, vol. 139(C), pages 543-563.
    7. Andrew N. Smith & Eileen Fischer, 2021. "Pay attention, please! Person brand building in organized online attention economies," Journal of the Academy of Marketing Science, Springer, vol. 49(2), pages 258-279, March.
    8. 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).
    9. Thomas, Veronica L. & Fowler, Kendra, 2023. "Examining the outcomes of influencer activism," Journal of Business Research, Elsevier, vol. 154(C).
    10. Guillaume Dumont & Mart Ots, 2020. "Social dynamics and stakeholder relationships in personal branding," Post-Print hal-02312404, HAL.
    11. 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).
    12. 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).
    13. Dumont, Guillaume & Ots, Mart, 2020. "Social dynamics and stakeholder relationships in personal branding," Journal of Business Research, Elsevier, vol. 106(C), pages 118-128.

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