دانلود رایگان مقاله پرس و جو در مورد ایجاد هویت نام تجاری

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.

4. Conclusions

The stakeholder ecology works towards celebrity human identity co-creation in a mutually engaging and beneficial landscape of resource integrations. This co-creation process is a joint exchange of experiences, perceptions and insights that emanate from the stakeholders' incentives for participating in the process. The process is dynamic, adaptive, and yet simultaneous, undirected, and clustered across time and space. Both online in social media as an avenue of co-creation and offline through the traditional media consumptions deliver content. The overall nature and dynamics of social media interactions characterize the resource integration happening in this kind of brand identity co-creation. Stakeholder participations play hand-in-hand through social interactions, engagement, and amplification of human brand identities through fast-paced, dynamically interconnected physical and virtual environments. Through the social media as an avenue of co-creation, human brand identities develop via a function of media experiences (with the celebrity on TV shows, films, and commercials), secondhand information (gossips, hearsays, and hand-me-down historical accounts), and even personal (face-to-face) encounters with the celebrities. Social media engagement enables all stakeholders in their mutually influencing inputs (Da Silveira, Lages, & Simões, 2013) to amplify such offline social encounters and further shape human brand identities.