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Social dynamics and stakeholder relationships in personal branding

Author

Listed:
  • Guillaume Dumont

    (EM - EMLyon Business School)

  • Mart Ots

    (Jönköping International Business School)

Abstract

Personal branding is a rapidly growing phenomenon taking place in multistakeholder ecosystems. This article builds on ethnographic fieldwork from the rock-climbing industry in the US and Europe to show how stakeholders enable and shape the personal branding practices of professional climbers. Findings demonstrate that personal branding is a highly social practice wherein stakeholders provide three types of resources to elaborate personal brands: material resources, informational resources, and symbolic resources. In addition, six main conventions guiding stakeholders' relationships and enabling resource transfer are then identified and theorized. Finally, these findings are built upon to suggest a framework to analyze stakeholder cooperation in personal branding.

Suggested Citation

  • Guillaume Dumont & Mart Ots, 2020. "Social dynamics and stakeholder relationships in personal branding," Post-Print hal-02312404, HAL.
    • Handle: RePEc:hal:journl:hal-02312404
    DOI: 10.1016/j.jbusres.2019.09.013
    Note: View the original document on HAL open archive server: https://hal.science/hal-02312404v1
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    References listed on IDEAS

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    Cited by:

    1. Dominyka Venciute & Cen April Yue & Patrick D. Thelen, 2024. "Leaders' personal branding and communication on professional social media platforms: motivations, processes, and outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 31(1), pages 38-57, January.

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