Personal branding refers to the creation and management Social dynamics and stakeholder relationships in personal branding
Publish Year: 1399
نوع سند: مقاله کنفرانسی
زبان: English
View: 263
This Paper With 11 Page And PDF Format Ready To Download
- Certificate
- من نویسنده این مقاله هستم
استخراج به نرم افزارهای پژوهشی:
شناسه ملی سند علمی:
CMIECONF02_013
تاریخ نمایه سازی: 2 دی 1399
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:
Authors
Pegah Nematii
Science, University of Foggia, Italy f Department of Management, Link Campus University, Rome, Italy