Empowerment of human brands: Brand meaning co-creation on digital engagement platforms

被引：15

作者：

Anderski, Matthias ^{[1
,2
,4
,5
]}

Griebel, Lars ^{[1
]}

Stegmann, Pascal ^{[1
,3
]}

Stroebel, Tim

机构：

[1] Univ Bayreuth, Bayreuth, Bavaria, Germany

[2] La Trobe Univ, La Trobe Business Sch, Melbourne, Vic, Australia

[3] Univ Bern, Inst Sport Sci, Bern, Switzerland

[4] La Trobe Univ, Melbourne, Vic, Australia

[5] Mkt & Sport Management, Univ Str 30, D-95447 Bayreuth, Germany

来源：

JOURNAL OF BUSINESS RESEARCH | 2023年 / 166卷

关键词：

Human brand; Athlete brand; Brand meaning co -creation; Performativity theory; Performances; Brand management; PERFORMING IDENTITIES PROCESSES; SOCIAL MEDIA; DOMINANT LOGIC; MANAGEMENT; SPORT; ATHLETE; CONCEPTUALIZATION; ANTECEDENTS; NETNOGRAPHY; COMMUNITIES;

D O I：

10.1016/j.jbusres.2023.113905

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Digital engagement platforms empower human brands by enabling them to directly interact with various actors. Human brands, especially athlete brands, are about to outperform traditional brands on digital platforms. Drawing on literature from human branding, integrative branding, and performativity theory, this study identifies actors and analyzes their performances based on a case study of a professional athlete brand. We apply a multi-method approach using netnography and interviews to gain a deeper understanding of brand meaning cocreation. We contribute to existing literature by introducing the concept of integrative branding to the management of human brands. Additionally, we reveal three novel performance categories for the co-creation of human brands on digital engagement platforms. Our findings extend the literature by delivering in-depth insights into the brand meaning co-creation of athlete brands as a specific type of human brands. This study marks a starting point for further research on human brands.

引用

页数：13