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

Anderski, Matthias; Griebel, Lars; Stegmann, Pascal; Ströbel, Tim (2023). Empowerment of human brands: Brand meaning co-creation on digital engagement platforms. Journal of business research, 166 Elsevier 10.1016/j.jbusres.2023.113905

[img] Text
1-s2.0-S0148296323002631-main.pdf - Published Version
Restricted to registered users only
Available under License Publisher holds Copyright.

Download (4MB)

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 co-creation. 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.

Item Type:

Journal Article (Original Article)

Division/Institute:

07 Faculty of Human Sciences > Institute of Sport Science (ISPW)
07 Faculty of Human Sciences > Institute of Sport Science (ISPW) > Sport Sociology and Management

UniBE Contributor:

Stegmann, Pascal

Subjects:

700 Arts > 790 Sports, games & entertainment

ISSN:

0148-2963

Publisher:

Elsevier

Language:

English

Submitter:

Franziska Krebs

Date Deposited:

02 Apr 2024 14:52

Last Modified:

02 Apr 2024 15:01

Publisher DOI:

10.1016/j.jbusres.2023.113905

Uncontrolled Keywords:

Human brand Athlete brand Brand meaning co-creation Performativity theory Performances Brand management

BORIS DOI:

10.48350/195104

URI:

https://boris.unibe.ch/id/eprint/195104

Actions (login required)

Edit item Edit item
Provide Feedback