Addressing tensions around ethnic authenticity through online celebrity endorsement

730 vues

Partager

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: theorizing brand identity work as an identity-building process that involves brand construction and brand presentation; unpacking the tensions between brand construction and brand presentation specific to ethnic marketing; suggesting a dynamic vision of authenticity; and uncovering presentation strategies that address these conflicts. We find that behind the tensions between brand construction and brand presentation lies a brand preoccupation with authenticity.

Mots clés

Auteur.e(s)

Institution(s)

Vidéos de la même institution

06:03
Digital technologies can create confusion among donors in the humanitarian supply chain (HSC), leading to uncertainty about their use. While resilience in HSCs has been widely studied, antifragility has not. This study examines how donor confidence in digital technologies impacts antifragility in HSCs through their application in sourcing, material flow, and distribution, with trust in digital technologies and perceived effective digital technology governance as moderating factors. Using resource dependence theory, data from 296 NGOs were analyzed with partial least squares–based structural equation modeling (PLS-SEM). The findings show that digital technology application is crucial for building an antifragile HSC and that donor confidence and trust in digital technologies are essential. NGOs should focus on enhancing trust and governance perception to facilitate digital transformation in HSCs.
BAG Surajit - EMLV |
02:54
When investors hold disproportionately high carbon emitters with associated increased carbon risk, a positive relationship exists between a firm's carbon emissions and the association between the stock returns and dividend payment. If investors hold disproportionately high carbon emitters with the associated increased carbon risk stocks, the stock market reacts less positively (more negatively) to dividend increase (decrease) announcements. At the same time, if firms under-price their carbon risk, the stock market reacts less positively (more negatively) to dividend increase (decrease) announcements.
NGUYEN Duc Khuong - EMLV |
04:15
This article explores the contribution of psychological entrepreneurial support, based on same-gender group mentoring, to the strengthening of female entrepreneurial intention in the specific context of a women-only incubator. According to the literature on female entrepreneurship, women entrepreneurs are faced with specific challenges that influence their entrepreneurial intention such as a lack of self-confidence, caused by gender stereotypes, and conflict between family life and entrepreneurial career. More precisely, our research aims to determine how psychological entrepreneurial support is implemented in the incubation process to overcome these specific challenges, and the mechanisms for strengthening female entrepreneurial intention analyzed at both intrapersonal and interpersonal levels. We discuss the implications of our findings on related research into business incubators and the design of mentoring programs adapted to the needs of women entrepreneurs.
BUENO MERINO Pascale - EMLV |
DUCHEMIN Marie-Hélène - EM Normandie |
03:08
Curious about the intricate dance top-tier firms perform as they navigate between exploring new horizons and exploiting existing strengths? This delicate balance isn't just vital—it's the secret ingredient driving sustainable success in today's fast-paced business world.
SHUWAIKH Fatima - EMLV |

Vidéos de la même thématique

Chaque année en France, le nombre de sites marchands augmente en moyenne de 5 à 10 %. Il est actuellement de 220000. Face à une telle croissance, comment réussir à se différencier durablement ?
LEMOINE Jean-François - ESSCA |
BOUEBDALLAH Najla - Excelia Business School |
AJILI BEN YOUSSEF Wissem - EM Normandie |
Digital technologies can create confusion among donors in the humanitarian supply chain (HSC), leading to uncertainty about their use. While resilience in HSCs has been widely studied, antifragility has not. This study examines how donor confidence in digital technologies impacts antifragility in HSCs through their application in sourcing, material flow, and distribution, with trust in digital technologies and perceived effective digital technology governance as moderating factors. Using resource dependence theory, data from 296 NGOs were analyzed with partial least squares–based structural equation modeling (PLS-SEM). The findings show that digital technology application is crucial for building an antifragile HSC and that donor confidence and trust in digital technologies are essential. NGOs should focus on enhancing trust and governance perception to facilitate digital transformation in HSCs.
BAG Surajit - EMLV |
Le concept de performativité explore comment les idées, les théories et les pratiques influencent la construction sociale. Il se réfère à la capacité d’une théorie ou d’une idée à remodeler la société conformément à ses prédictions, en mettant l’accent sur les dispositifs matériels à travers lesquels elles se matérialisent. Initialement développé par le philosophe du langage John Austin, il a été étendu à d’autres domaines comme la sociologie et la gestion. En sociologie économique, par exemple, les travaux de Michel Callon ont montré comment la théorie économique participe à la construction de l’économie réelle à travers l’utilisation d’outils et de méthodes dans des agencements sociotechniques. En gestion, les chercheurs s’intéressent également à la performativité des discours et des outils, cherchant à comprendre comment ils sont mobilisés pour transformer les organisations.
NTSONDE Joel - ISTEC Business School |

S'abonner aux vidéos FNEGE MEDIAS