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عنوان فارسی مقاله:
مشاهیر به عنوان برند های انسانی: پرس و جو در مورد ایجاد هویت نام تجاری با همکاری سهامداران و بازیگران
عنوان انگلیسی مقاله:
Celebrities as human brands: An inquiry on stakeholder-actor co-creation of brand identities
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
3. Findings
This section presents the findings illuminated from the analytical efforts into two major parts: (1) analysis of the human brand stakeholderactor co-creation process in the four cases of celebrities; and (2) examination of sociocultural codes that facilitate stakeholders in their co-creation of the human brand identity. Stakeholders identified in this study play roles in the co-creation process through the explicit and implicit indicators of their involvement: participation, interaction, production, and consumption. In this study, co-creation follows social exchange including experiences, conversations, and interactions within stakeholders' brand communities. 3.1. Participants The data collection method allows identification and classification of celebrity stakeholders. Both prior studies and data analysis helped classify celebrity stakeholders into three: focal, primary, and instrumental groups based on their roles as providers of co-creation service and stakes as beneficiaries of the co-creation. 3.1.1. Focal stakeholder-actor Celebrities are animate identities who actively co-create their brands. In this study, their participation and interaction with the fans and consumers are apparent in the online communities. They are active agents of their own selves (Schroeder, 2005). Their use of language in their social media posts performs their human traits that await everyday reactions from the netizens. Celebrities as stakeholders structure themselves according to how an ordinary person should enact one's self. Thus, more connection can be built with the primary stakeholder – consumers.
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کلمات کلیدی:
. Stakeholder-actor co-creation of human brand identity. - Figure 1 of 1 https://www.researchgate.net/.../305473252_fig1_Fig-1-Stakeholder-actor-co-creation-o... from publication 'CELEBRITIES AS HUMAN BRANDS: AN INQUIRY ON STAKEHOLDER-ACTOR CO-CREATION OF BRAND IDENTITIES' on ResearchGate, ... CELEBRITIES AS HUMAN BRANDS: AN INQUIRY ON ... db.koreascholar.com/pdf/23049/315043.pdf by D Centeno - 2016 - Related articles CELEBRITIES AS HUMAN BRANDS: AN INQUIRY ON STAKEHOLDER-. ACTOR CO-CREATION OF BRAND IDENTITIES. Dave Centeno, City University of ... [PDF]Co-creating stakeholder and brand identities: A cross-cultural ... www.modirprozhe.ir/.../Co-creating-stakeholder-and-brand-identities-A-cross-cultural... The literature on co-creation of brand and stakeholder identities, however, draws from ... cast a new model as the face of an iconic product (e.g., Kinder bars by. [PDF]BRAND VALUE CO-CREATION - CLADEA 2014 Proceedings https://cladea2014.files.wordpress.com/2014/10/paper_396.pdf Keywords: brand management; value co-creation; multiple stakeholders. 1. INTRODUCTION ... different actors involved (Vargo and Lusch, 2004; Vargo et al., 2008), it is patent that ... community and forming a social identity. Third, the usability ... [PDF]Co-creation of Branding by Network Actors.pdf www.oulu.fi/.../Co-creation%20of%20Branding%20by%20Network%20Actors.pdf by M Mäläskä - Cited by 4 - Related articles Keywords: co-creation of branding, brand co-creation net, brand identity, .... network actors (i.e. stakeholders), whereby a complex web of actions and reactions. [PDF]2016 Global Marketing Conference at Hong Kong - GAMMA gammaconference.org/cyboard/cyfile.html?o_mode=download... Jul 21, 2016 - Conference Co-chairs: Roland T. Rust (University of Maryland). Gerrit van ..... Co-creating stakeholder and brand identities: A cross-cultural ... Brand Meaning Co-Creation and Co-Construction in Dynamic ... - CBS www.cbs.dk/.../brand-meaning-co-creation-and-co-construction-in-dynamic-stakehol... Sep 21, 2015 - Meaning co-creation affects both brands as well as stakeholder ... Special Issue on “Co-creating Stakeholder and Brand Identities” for related new ... new approaches to the analysis of this multi-actor and multi-dimensional ... [PDF]Celebrities as human brands: An inquiry on stakeholder-actor co ... modir3-3.ir/article-english/ISI/isi127-2017825452.pdf by D Centeno - 2016 - Related articles er-actors' participation in the co-creation process as well as sociocultural codes, including .... Stakeholder view in co-creating celebrity human-brand identities.
