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Exploring professional human brand identity through cultural and social capital: a typology of film director identities

Author

Listed:
  • Camille Pluntz

    (ISG - Institut supérieur de gestion - Université de Tunis)

  • Bernard Pras

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Our research focuses on film director human brands. It addresses the issue of human brand identity construction through the social valuation of identity attributes linked to cultural capital. Based on Bourdieu's theory of cultural and social capital, we examine the identity attributes on which human brand identities are built through the acquisition of legitimacy. We conduct a qualitative study combining three context levels of analysis (external, internal and individual). Our results reveal the existence of four human brand identity types (i.e. chameleon conformist, niche archetypecast, mass archetypecast, cultural influencer), thus enriching and extending previous research. Each identity type is characterised by a set of culturally valued identity attributes, associated with legitimacies – specific, bourgeois, popular and institutional – bestowed by human brand constituencies.

Suggested Citation

  • Camille Pluntz & Bernard Pras, 2020. "Exploring professional human brand identity through cultural and social capital: a typology of film director identities," Post-Print hal-03356087, HAL.
    • Handle: RePEc:hal:journl:hal-03356087
    as

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    Cited by:

    1. Anna Gorska & Grzegorz Mazurek, 2021. "The effect of the CEO media coverage on corporate brand equity: evidence from Poland," Oeconomia Copernicana, Institute of Economic Research, vol. 12(2), pages 499-523, June.

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