Social dynamics and stakeholder relationships in personal branding

Guillaume Dumont and Mart Ots
Additional contact information
Guillaume Dumont: EM - EMLyon Business School
Mart Ots: Jönköping International Business School

Post-Print from HAL

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; sports; athletes; action sports (search for similar items in EconPapers)
Date: 2020-01-01
Note: View the original document on HAL open archive server: https://hal.science/hal-02312404v1
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Published in Journal of Business Research, 2020, 106, 118-128 p. ⟨10.1016/j.jbusres.2019.09.013⟩

Downloads: (external link)
https://hal.science/hal-02312404v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02312404

DOI: 10.1016/j.jbusres.2019.09.013

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().