Based on an analysis of brands with intense ethnic digital self-presentation, this qualitative study introduces a notion of brand identity work. Four contributions are made: theorising brand identity work as a process of identity construction that involves brand building and brand presentation; unpacking tensions between brand building and brand presentation specific to ethnic marketing; suggesting a dynamic view of authenticity, and uncovering presentation strategies that address these conflicts. We find that behind the tensions between brand-building and brand presentation stands brands\u2019 concern about authenticity. Depending on the type of authenticity tensions, brands decide whether to include celebrities in their presentation.<\/p>\n","protected":false},"excerpt":{"rendered":"
Bas\u00e9e sur une analyse des marques avec une autopr\u00e9sentation num\u00e9rique ethnique intense, cette \u00e9tude qualitative introduit une notion de travail d’identit\u00e9 de marque. Quatre contributions sont apport\u00e9es : la th\u00e9orisation du travail sur l’identit\u00e9 de la marque comme un processus de construction de l’identit\u00e9 qui implique la construction et la pr\u00e9sentation de la marque ; le d\u00e9ballage des tensions entre la construction et la pr\u00e9sentation de la marque sp\u00e9cifiques au marketing ethnique ; la suggestion d’une vision dynamique de l’authenticit\u00e9 et la d\u00e9couverte de strat\u00e9gies de pr\u00e9sentation qui traitent ces conflits. Nous constatons que derri\u00e8re les tensions entre la construction de la marque et sa pr\u00e9sentation se cache une pr\u00e9occupation des marques pour l’authenticit\u00e9. <\/p>\n","protected":false},"featured_media":35744,"template":"","format":[11969,11970],"meta":{"_acf_changed":false},"categories":[4554,3015,3014],"tags":[2838,7449,7450,7451,7448],"class_list":["post-59421","video-acf","type-video-acf","status-publish","has-post-thumbnail","hentry","category-marketing-vente-et-communication","category-theorie-des-organisations","category-transformation-digitale","tag-authenticite","tag-authenticity","tag-celebrity","tag-digital-media","tag-ethnicity","format-recherche","format-research"],"acf":[],"_links":{"self":[{"href":"https:\/\/fnege-medias.fr\/en\/wp-json\/wp\/v2\/video-acf\/59421","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fnege-medias.fr\/en\/wp-json\/wp\/v2\/video-acf"}],"about":[{"href":"https:\/\/fnege-medias.fr\/en\/wp-json\/wp\/v2\/types\/video-acf"}],"version-history":[{"count":0,"href":"https:\/\/fnege-medias.fr\/en\/wp-json\/wp\/v2\/video-acf\/59421\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fnege-medias.fr\/en\/wp-json\/wp\/v2\/media\/35744"}],"wp:attachment":[{"href":"https:\/\/fnege-medias.fr\/en\/wp-json\/wp\/v2\/media?parent=59421"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fnege-medias.fr\/en\/wp-json\/wp\/v2\/categories?post=59421"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fnege-medias.fr\/en\/wp-json\/wp\/v2\/tags?post=59421"},{"taxonomy":"format","embeddable":true,"href":"https:\/\/fnege-medias.fr\/en\/wp-json\/wp\/v2\/format?post=59421"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}