Exploring professional human brand identity through cultural and social capital: a typology of film director identities

Camille Pluntz and Bernard Pras
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Camille Pluntz: ISG - Institut supérieur de gestion - Université de Tunis
Bernard Pras: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Our research focuses on film director human brands. It addresses the issue of human brand identity construction through the social valuation of identity attributes linked to cultural capital. Based on Bourdieu's theory of cultural and social capital, we examine the identity attributes on which human brand identities are built through the acquisition of legitimacy. We conduct a qualitative study combining three context levels of analysis (external, internal and individual). Our results reveal the existence of four human brand identity types (i.e. chameleon conformist, niche archetypecast, mass archetypecast, cultural influencer), thus enriching and extending previous research. Each identity type is characterised by a set of culturally valued identity attributes, associated with legitimacies – specific, bourgeois, popular and institutional – bestowed by human brand constituencies.

Keywords: legitimacy; identity attributes; cultural relevance; auteurism; film directors (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

Published in Journal of Marketing Management, 2020, 36 (9-10)

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03356087

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