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Social dynamics and stakeholder relationships in personal branding
Emlyon business School, OCE Research Center, Ecully, France.
Jönköping University, Jönköping International Business School, JIBS, Business Administration. Jönköping University, Jönköping International Business School, JIBS, Media, Management and Transformation Centre (MMTC).ORCID iD: 0000-0002-0301-9765
2020 (English)In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 106, p. 118-128Article in journal (Refereed) Published
Abstract [en]

Personal branding is a rapidly growing phenomenon taking place in multistakeholder ecosystems. This article builds on ethnographic fieldwork from the rock-climbing industry in the US and Europe to show how stakeholders enable and shape the personal branding practices of professional climbers. Findings demonstrate that personal branding is a highly social practice wherein stakeholders provide three types of resources to elaborate personal brands: material resources, informational resources, and symbolic resources. In addition, six main conventions guiding stakeholders' relationships and enabling resource transfer are then identified and theorized. Finally, these findings are built upon to suggest a framework to analyze stakeholder cooperation in personal branding.

Place, publisher, year, edition, pages
Elsevier, 2020. Vol. 106, p. 118-128
Keywords [en]
Athletes, Personal branding, Personal brands, Qualitative methods, Social worlds framework, Stakeholder
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hj:diva-46225DOI: 10.1016/j.jbusres.2019.09.013ISI: 000510530000011Scopus ID: 2-s2.0-85072068262Local ID: ;IHHMMTCISOAI: oai:DiVA.org:hj-46225DiVA, id: diva2:1352193
Available from: 2019-09-18 Created: 2019-09-18 Last updated: 2020-02-20Bibliographically approved

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Ots, Mart

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