مقاله انگلیسی رایگان در مورد هویت نام تجاری با همکاری سهامدار و بازیگر

مقاله سال 2016

Celebrities are human brands – their performances on- and offstage, off- and online, public or private, are marketing and branding exercises. Their everyday life choices and values are intrinsically private, but performed in public. These actions create brands and branding identities. Consequently, the human brand identities sell product brands through endorsements and persuasions by giving personality qualities to inanimate brands; and they encourage consumption through being an idealized consumer and a commodity vessel (Holmes & Redmond, 2014).

This paper extends “human brands” as “any well-known persona who is the subject of marketing communication efforts” (Thomson, 2006, p. 104) by analyzing their identities as a “multi-dimensional classification or mapping of the human world and our places in it, as individuals and as members of collectivities” (Jenkins, 2014, p. 5). The recent development in branding literature shifts attention from merely focusing on brand image or brand differentiation to include brand identity in the total brand equity (Keller, 2003). The early definition of brand identity (Aaker, 1996) describes the phenomena as a unique set of brand associations that brand strategists aspire to create or maintain. Combining human brand and identities definitions support examining celebrity’s human brand identity as a multi-dimensional classification and mapping of human concepts (“who they are, and who they are seen to be… and who they are in our lives”, Jenkins, 2014, p. 3) because both individuals and community members are relevant to marketing efforts. Human brand identities can take place as collective, collaborative, and performative (von Wallpach, Voyer, Kastanakis, & Mühlbacher, 2016) aspects of a social co-creation process involving multiple providers of identity as stipulated by the service-dominant (SD) logic and adopted by the evolving brand logic (Merz, He, & Vargo, 2009). Complementarily, the stakeholder paradigm in co-creation is inherently compatible within the framework of human brand identity co-creation process—a set of interrelationships among groups that have a stake in the activities that make up a business. In this case, a celebrity human brand identity forms by co-creation.

Celebrity sponsorship and social media advertising serve as a context of marketing communication to examine how different stakeholders – advertisers, press, talent management, broadcast networks, consumers/fans, and celebrities themselves –gather together in an assemblage of service in co-creating human brand identities. In turn, these communications provide service back to these stakeholders’ own incentives. Social media’s advent marks a rich avenue of social reality. These outlets for co-creation serve as discursive and dynamic outlets for celebrity stakeholders to create, re-create, persuade, and negotiate identities for social and economic purposes (Boffard, 2014; Burgess & Green, 2009). This paper explores social media’s role influencing the co-creation processes involving celebrity human brand identities among stakeholder-actors. The hybrid term “stakeholderactor” refers to the combined functions of a stakeholder who can affect and is affected (Freeman, 1984) by the objectives of the celebrity human brand, and an “actor” who is not strictly a stakeholder (cf. stakeholder theory criteria) but a more sociological sense having the agency according to structuration theory (Giddens, 1984) and actor-network theory (Latour, 1988).