 Ethnic brand identity work: Responding to authenticity tensions through celebrity endorsement in brand digital self-presentationElena Chatzopoulou and Kseniya Navazhylava Journal of Business Research, 2022, vol. 142, issue C, 974-987 Abstract: Based on an exploratory thematic analysis of the interviews with representatives of brands with intense ethnic digital self-presentation and on confirmatory analysis of the content of the brands’ digital media, this qualitative study introduces a notion of brand identity work. Four contributions are made: theorising brand identity work as a process of identity construction that involves brand building and brand presentation; unpacking a typology of tensions between brand building and brand presentation specific to ethnic marketing; suggesting a dynamic view of authenticity and uncovering a typology of presentation strategies that address these conflicts. We find that behind the tensions between brand-building and brand presentation stands brands’ concern about authenticity. Depending on the type of authenticity tensions, brands develop self-presentation strategies, notably, celebrity endorsement. Social media content analysis shows that brands use self-presentation strategies separately or in combination. Keywords: Ethnicity; Brand identity work; Authenticity; Celebrity endorsement; Digital media; Brand self-presentation (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:142:y:2022:i:c:p:974-987 DOI: 10.1016/j.jbusres.2022.01.020 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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