Social dynamics and stakeholder relationships in personal branding

Guillaume Dumont and Mart Ots

Journal of Business Research, 2020, vol. 106, issue C, 118-128

Abstract: 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.

Keywords: Personal branding; Personal brands; Stakeholder; Social worlds framework; Qualitative methods; Athletes (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:106:y:2020:i:c:p:118-128

DOI: 10.1016/j.jbusres.2019.09.013

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