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

Pluntz, Camille; Pras, Bernard (2020), Exploring professional human brand identity through cultural and social capital: a typology of film director identities, Journal of Marketing Management, 36, 9-10, p. 830-866. 10.1080/0267257X.2020.1763436

Type
Article accepté pour publication ou publié
Date
2020
Journal name
Journal of Marketing Management
Volume
36
Number
9-10
Publisher
Taylor & Francis
Pages
830-866
Publication identifier
10.1080/0267257X.2020.1763436
Metadata
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Author(s)
Pluntz, Camille
Institut supérieur de gestion [ISG]
Pras, Bernard
Dauphine Recherches en Management [DRM]
Abstract (EN)
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.
Subjects / Keywords
legitimacy; identity attributes; cultural relevance; auteurism; film directors
JEL
M31 - Marketing
M37 - Advertising
L82 - Entertainment; Media

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