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Persona-fied brands : managing branded persons through persona

Author

Listed:
  • Delphine Dion

    (ESSEC Business School)

  • Eric Arnould

    (SDU - University of Southern Denmark)

Abstract

We investigate how the concept of persona can be used in managing brand persona-fication. Based on interviews with informants working across the gastronomy sector, we examine the characteristics of the chef persona, and the role that chef persona plays in restaurant management. We differentiate persona-fied brands from other human brands, we dimensionalise the chef persona, and we identify two possible models of brand management through persona: (1) the distributed or fragmented persona-fication of the brand, which is based on a disjunction of different facets of the brand persona, each embodied in different persons; and (2) the unified persona-fication of the brand, which is based on the conjunction of the different facets of the brand persona. Here, the persona is embodied in a single person who embodies the different facets of the brand persona. Our analysis surfaces theoretical resonance with the performative turn in marketing scholarship.

Suggested Citation

  • Delphine Dion & Eric Arnould, 2016. "Persona-fied brands : managing branded persons through persona," Post-Print hal-02313429, HAL.
    • Handle: RePEc:hal:journl:hal-02313429
    DOI: 10.1080/0267257X.2015.1096818
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    Citations

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    Cited by:

    1. Delphine Dion, 2021. "Managing creatively-inspired brands: a commentary and research direction," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 471-473, December.
    2. 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.
    3. Dion, Delphine & Mazzalovo, Gérald, 2016. "Reviving sleeping beauty brands by rearticulating brand heritage," Journal of Business Research, Elsevier, vol. 69(12), pages 5894-5900.
    4. Guillaume Dumont & Mart Ots, 2020. "Social dynamics and stakeholder relationships in personal branding," Post-Print hal-02312404, HAL.
    5. Bajde, Domen & Chelekis, Jessica & van Dalen, Arjen, 2022. "The megamarketing of microfinance: Developing and maintaining an industry aura of virtue," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 134-155.
    6. Marina Leban & Thyra Uth Thomsen & Sylvia Wallpach & Benjamin G. Voyer, 2021. "Constructing Personas: How High-Net-Worth Social Media Influencers Reconcile Ethicality and Living a Luxury Lifestyle," Journal of Business Ethics, Springer, vol. 169(2), pages 225-239, March.
    7. 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.
    8. Manel Khedher, 2019. "Conceptualizing and researching personal branding effects on the employability," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 99-109, March.
    9. Jeannot, Florence & Dampérat, Maud & Salvador, Marielle & El Euch Maalej, Mariem & Jongmans, Eline, 2022. "Toward a luxury restaurant renewal: Antecedents and consequences of digitalized gastronomy experiences," Journal of Business Research, Elsevier, vol. 146(C), pages 518-539.
    10. 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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