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Celebrities as human brands: An inquiry on stakeholder-actor co-creation of brand identities

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  • Centeno, Dave
  • Wang, Jeff Jianfeng

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.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:jbrese:v:74:y:2017:i:c:p:133-138
    DOI: 10.1016/j.jbusres.2016.10.024
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    References listed on IDEAS

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    10. Kay H. Hofmann, 2021. "Television Serials as Career Stepping Stones: An Empirical Analysis of Employment Paths of Professional Actors," Schmalenbach Journal of Business Research, Springer, vol. 73(3), pages 501-525, December.
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    12. Osorio, María Lucila & Centeno-Velázquez, Edgar & López-Pérez, María Eugenia & del Castillo, Ernesto, 2021. "Authenticity, fit and product type: Testing a celebrity brand extension model cross-culturally," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
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