IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02312404.html
   My bibliography  Save this paper

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
    as

    Download full text from publisher

    File URL: https://hal.science/hal-02312404v1/document
    Download Restriction: no
    File URL: https://libkey.io/10.1016/j.jbusres.2019.09.013?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Pera, Rebecca & Occhiocupo, Nicoletta & Clarke, Jackie, 2016. "Motives and resources for value co-creation in a multi-stakeholder ecosystem: A managerial perspective," Journal of Business Research, Elsevier, vol. 69(10), pages 4033-4041.
    2. 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.
    3. Denise L. Parris & Michael L. Troilo & Adrien Bouchet & Jon Welty Peachey, 2014. "Action sports athletes as entrepreneurs: Female professional wakeboarders, sponsorship, and branding," Sport Management Review, Taylor & Francis Journals, vol. 17(4), pages 530-545, October.
    4. Gyrd-Jones, Richard I. & Kornum, Niels, 2013. "Managing the co-created brand: Value and cultural complementarity in online and offline multi‐stakeholder ecosystems," Journal of Business Research, Elsevier, vol. 66(9), pages 1484-1493.
    5. Healy, Jason C. & McDonagh, Pierre, 2013. "Consumer roles in brand culture and value co-creation in virtual communities," Journal of Business Research, Elsevier, vol. 66(9), pages 1528-1540.
    6. von Wallpach, Sylvia & Hemetsberger, Andrea & Espersen, Peter, 2017. "Performing identities: Processes of brand and stakeholder identity co-construction," Journal of Business Research, Elsevier, vol. 70(C), pages 443-452.
    7. da Silveira, Catherine & Lages, Carmen & Simões, Cláudia, 2013. "Reconceptualizing brand identity in a dynamic environment," Journal of Business Research, Elsevier, vol. 66(1), pages 28-36.
    8. Labrecque, Lauren I. & Markos, Ereni & Milne, George R., 2011. "Online Personal Branding: Processes, Challenges, and Implications," Journal of Interactive Marketing, Elsevier, vol. 25(1), pages 37-50.
    9. Delphine Dion & Eric Arnould, 2016. "Persona-fied brands : managing branded persons through persona," Post-Print hal-02313429, HAL.
    10. Vallaster, Christine & von Wallpach, Sylvia, 2013. "An online discursive inquiry into the social dynamics of multi-stakeholder brand meaning co-creation," Journal of Business Research, Elsevier, vol. 66(9), pages 1505-1515.
    11. 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.
    12. Parris, Denise L. & Troilo, Michael L. & Bouchet, Adrien & Peachey, Jon Welty, 2014. "Action sports athletes as entrepreneurs: Female professional wakeboarders, sponsorship, and branding," Sport Management Review, Elsevier, vol. 17(4), pages 530-545.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dumont, Guillaume & Ots, Mart, 2020. "Social dynamics and stakeholder relationships in personal branding," Journal of Business Research, Elsevier, vol. 106(C), pages 118-128.
    2. 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.
    3. Essamri, Azzouz & McKechnie, Sally & Winklhofer, Heidi, 2019. "Co-creating corporate brand identity with online brand communities: A managerial perspective," Journal of Business Research, Elsevier, vol. 96(C), pages 366-375.
    4. Siano, Alfonso & Vollero, Agostino & Bertolini, Alessandra, 2022. "From brand control to brand co-creation: An integrated framework of brand paradigms and emerging brand perspectives," Journal of Business Research, Elsevier, vol. 152(C), pages 372-386.
    5. Markovic, Stefan & Bagherzadeh, Mehdi, 2018. "How does breadth of external stakeholder co-creation influence innovation performance? Analyzing the mediating roles of knowledge sharing and product innovation," Journal of Business Research, Elsevier, vol. 88(C), pages 173-186.
    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. Oriol Iglesias & Nicholas Ind, 2020. "Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 710-720, November.
    8. Black, Iain & Veloutsou, Cleopatra, 2017. "Working consumers: Co-creation of brand identity, consumer identity and brand community identity," Journal of Business Research, Elsevier, vol. 70(C), pages 416-429.
    9. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2019. "Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"," Journal of Business Research, Elsevier, vol. 96(C), pages 355-365.
    10. von Wallpach, Sylvia & Hemetsberger, Andrea & Espersen, Peter, 2017. "Performing identities: Processes of brand and stakeholder identity co-construction," Journal of Business Research, Elsevier, vol. 70(C), pages 443-452.
    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. Voyer, Benjamin G. & Kastanakis, Minas N. & Rhode, Ann Kristin, 2017. "Co-creating stakeholder and brand identities: A cross-cultural consumer perspective," Journal of Business Research, Elsevier, vol. 70(C), pages 399-410.
    13. Anthony Okoeguale, 2023. "Brand Value Co-creation Revisited: A Critical Review of Studies," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, March.
    14. 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.
    15. Mangiò, Federico & Mismetti, Marco & Lissana, Elena & Andreini, Daniela, 2023. "That's the Press, Baby! How journalists co-create family business brands meanings: A mixed method analysis," Journal of Business Research, Elsevier, vol. 161(C).
    16. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2018. "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis," Journal of Business Research, Elsevier, vol. 91(C), pages 123-133.
    17. 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.
    18. Kristal, Samuel & Baumgarth, Carsten & Henseler, Jörg, 2020. "Performative corporate brand identity in industrial markets: The case of German prosthetics manufacturer Ottobock," Journal of Business Research, Elsevier, vol. 114(C), pages 240-253.
    19. Wider, Serena & von Wallpach, Sylvia & Mühlbacher, Hans, 2018. "Brand management: Unveiling the delusion of control," European Management Journal, Elsevier, vol. 36(3), pages 301-305.
    20. Per Åsberg & Henrik Uggla, 2019. "Introducing multi-dimensional brand architecture: taking structure, market orientation and stakeholder alignment into account," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 483-496, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-02312404. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.