Human Brand Research Articles

An empirical examination of human brand authenticity as a driver of brand love

The present study compares the impact of perceived human brand authenticity on brand love across six fields—politics, music, movies, sports, business, and social media—using a survey-based quantitative methodology. The results indicate that human brand authenticity is a significant predictor of brand love, although its predictive power varies according to the type of human brand. Authenticity exerts the most influence in the field of politics, followed by music, movies, and sports. In social media and business, human brand authenticity shows no significance toward brand love. Although existing branding scholarship identifies authenticity as a predictor of positive marketing outcomes, the current study’s findings uncover a boundary condition concerning the context in which the human brand performs. In addition, brand love can be materialized through increased purchase intention of human brands’ self-branded products, allowing the human brand to benefit from passive income and brand-building opportunities.

Coping comes with the job: An exploratory study into the selection and use of coping strategies for online aggression among social media influencers

Social media influencers (SMI) are increasingly becoming the target of online aggression. The first part of this study focuses on how this group of online users deals with online aggression and more specifically which coping strategies they use. In contrast to ordinary social media users, SMI experience online aggression situations on two levels: on a personal level and a human brand level. As a second aim, this study wants to explore whether and how personal emotions on the one hand and brand concerns on the other hand explain SMI's choice of coping strategies based on a combination of Transaction Coping Theory and Conservation of Resources Theory. To meet these aims, we conducted a survey among an international sample of SMI (N = 200; Mage= 36.19; 47% female) about their experiences with online aggression, personal emotions, brand concerns and coping strategies. The results of CFA and hierarchical regressions indicate that SMI coping strategies can be classified into cognitive, behavioral and social strategies, with cognitive strategies being the most commonly used. The use of the three types of strategies can be explained by both personal emotions (e.g., being angry and scared) as well as brand concerns (e.g., being concerned about losing commercial opportunities). The brand concerns seem to overwrite part of the contributions of personal emotions, which might point to emotional labor. Lastly, how often one experiences online aggression turns out to be a very important factor above and beyond personal emotions and brand concerns.

Investigating the relationships between influencers and their followers: Moderator of human brand of influencer (HBI) phase

Given the rise of influencer marketing on social media, understanding how to develop influencer marketing strategies has become an important issue. Few studies have addressed the process of formation of the follower-influencer relationship or the key determinants of followers’ behavioral intentions. This study addresses these research gaps. Drawing on social identity theory and human brand theory, this study proposes an integrated research model to examine the three antecedents (i.e., influencer distinctiveness, similarity, and prestige) of influencer attractiveness and investigate the impacts of influencer attractiveness on dual identification (i.e., follower-influencer identification and community identification). Relationships between dual identification and behavioral intentions, namely electronic word-of-mouth (eWOM) intention and purchase intention, are also examined. Data were collected from 590 respondents and analyzed using partial least squares structural equation modeling (PLS-SEM). Influencer distinctiveness, similarity, and prestige contribute to influencer attractiveness, which increases dual identification. Dual identification facilitates followers’ behavioral intentions. Because influencers manage their own virtual communities to build themselves up as human brands, the results confirm the moderating role of human brand of influencer (HBI) phase on the formation of the follower-influencer relationship. The findings contribute to the research on influencer marketing and suggest that practitioners should consider HBI phase when developing influencer marketing strategies.

Building human brands: the role of critical reviews

PurposeThis study evaluates the factors related to the creation of a human brand in the brand inception stage.Design/methodology/approachEmploying content analysis of expert reviews, we establish the role played by valence (positiveness), depth (number of statements) and timing of subjective and objective critical reviews for human brands. To address these issues, we employ generalized estimating equations to model numerical ratings of celebrity reviews evaluating a nascent human brand.FindingsThe findings show that subjective reviews have the potential to influence the probability of survival of a human brand in the brand inception period, are increasingly consequential during the inception period stages and are more influential than objective reviews. We also found that the valence of objective reviews can negatively and significantly relate to human brands in their late inception stage.Originality/valueThis is the first research to demonstrate the importance of critical reviews in building human brands, with a focus on the first moment of a brand's inception. More importantly, this research enriches our understanding of the larger process of personal brand building as it may emerge over time.

Appearance and media popularity affecting experiential gift-giving

PurposeThe purpose of this study is to explore the effect of popularity appeals (appearance popularity and media popularity) on online experiential gift purchase intention based on different types of givers (close or distant givers) and different gift attributes (conspicuous or inconspicuous gifts), a novel research consideration.Design/methodology/approachThis study was conducted with two experiments and examined four hypotheses. These hypotheses were examined using a 2 × 2 between-subjects design, and a two-factorial variance analysis was conducted.FindingsThis study found that for close givers, appearance popularity appeals created a greater purchase intention than media popularity appeals. That is, gift-givers faced appearance popularity rather than media popularity, driving them to face a strong feeling of excitement for their idol worship. This finding implies that the human brand theory works.Practical implicationsThe empirical results can shed light on brand or product managers in raising the ratio of appearance popularity appeals to marketing in online experiential gift-giving. Gift marketers should accurately understand the current trends and social preferences using a database and big data analysis tools.Originality/valueThis study is the first to investigate whether the two types of popularity appeals affect gift purchase intention in online experiential gifts.

Branding Strategies of Human Brands in Sport on Instagram: The Roles of Private Attributes and Gender Differences

Branding Strategies of Human Brands in Sport on Instagram: The Roles of Private Attributes and Gender Differences

КОМЬЮНИТИ-МЕНЕДЖМЕНТ В БИЗНЕСЕ

When a community forms around a brand, it taps into people’s core emotional and social needs, creating strong bonds between the people in it and the brand they love. When they express passion for a brand in the brand community, it resonates strongly and is reflected in relationships with other members of the community. In a successful brand community, like-minded people are united not only by a common love for the brand, but also by the possession of certain skills and interest in similar experiences. Naturally, when this happens, a stream of authentic earned media develops and community members share content without much encouragement. Businesses create communities – or implement community management tactics within companies – to build genuine relationships between their external audiences (customers, fans, and followers) and internal audiences (employees, suppliers, partners, and team members). When companies invest in community management, they move from an everyday brand to a human brand that deeply cares about the people who support, work for, and interact with them.

From the Editor

From the Editor

“What does it mean to make a picture of the now?”

“What does it mean to make a picture of the now?”

Consumer response to celebrity transgression: investigating the effects of celebrity gender and past transgressive and philanthropic behaviors using real celebrities

PurposeThis study aims to develop and test a new research model of consumer response to celebrity transgression. It examines the effects of celebrity past transgression and philanthropic histories in influencing consumer acceptance (i.e. forgiveness and blame) of a single celebrity transgression behavior and the subsequent endorsement potential of the transgressed celebrity. It also examines consumer acceptance of celebrity transgressions from the gender perspective.Design/methodology/approachBy using real celebrities, this study conducted a 2 (transgression history: high vs low) × 2 (philanthropic history: high vs low) × 2 (celebrity gender: male vs female) between-subject online experiment with 823 US young adults.FindingsResults showed that forgiving (blaming) the transgressed celebrity was positively (negatively) associated with the celebrity’s endorsement potential. Transgression history had a significantly negative indirect effect on endorsement potential via its negative effect on forgiveness and positive effect on blame. Philanthropic history mitigated the negative indirect effect of transgression history on endorsement potential only for male celebrities, not female celebrities.Originality/valueThis study contributes to the current human brand and celebrity transgression literature and fills the research gap by using real male and female celebrities to incorporate the real history of celebrities as determinants of consumer judgment of celebrity transgression. This study also makes its unique contributions by focusing on the celebrity-related outcomes and demonstrating the moderating roles of past philanthropic behaviors and celebrity gender for their potential to mitigate the negative effects of transgression history on consumer responses to a single transgression.

Ch‐Ch‐changes: the geology of artist brand evolutions

Purpose Existing brand literature on assemblage practices has focused on providing a map or geography of brand assemblages, suggesting that an artist brand’s ability to evolve and achieve brand longevity remains constant. Using geology of assemblage, this study aims to explore the types and mechanisms of change in brand evolutions to address the problem of identifying when and how a brand can transform in an evolving marketplace. Design/methodology/approach The authors apply an interpretive process data approach using secondary archival data and in-depth interviews with 31 self-identified fans to explore the artist brand David Bowie over his 50-year career. Findings As an artist brand, Bowie’s ability to evolve his brand was constrained by his assemblage. Despite efforts to defy ageing and retain a youth audience appeal, both the media and his fans interpreted and judged Bowie’s current efforts from a historical perspective and continuously reevaluated his brand limiting his ability to change to remain relevant. Practical implications Brand managers, particularly artist brands and human brands, may find that their ability to change is constrained by meanings in past strata over time. Withdrawal from the marketplace and the use of silence as a communicative practice enabling brand transformations. Originality/value The geology of assemblage perspective offers a more nuanced understanding of brand changes over time beyond the possibilities of incremental or disruptive change. We identify the mechanisms of change that result in minor sedimentation, moderate cracks and major ruptures in a brand’s evolution.

Shared Brand Equity

Many brand collaboration platforms—such as sponsorship, celebrity endorsement, influencer marketing, product placement, cobranding, and human branding—build strong relationships between brands and contribute to the brand equity of two or more brands. Brand equity, since inception, has been concerned with the value of a brand, how this value is built and measured, and how the marketplace responds to it. Based on previous work and in response to current marketing practices, the authors suggest that the concept of shared brand equity, where collaborative efforts result in connectivity between brands, is needed to better explain and guide advertising and marketing communications research and practice. Drawing on developments in cognitive psychology, we explain how shared brand equity is developed and how it persists, the role it plays in semantic/associative neighborhoods, and how it explains research findings. We offer a set of research propositions, as well as concrete examples of the usefulness of the theoretical approach.

Social media influencer (SMI) as a human brand – a need fulfillment perspective

PurposeSocial media influencers (SMIs) are becoming a powerful force within the marketing and branding landscape, with several leading brands opting to use SMI endorsements for their products and brands. Extant SMI literature has primarily focused on the influence mechanism exerted by SMIs on their followers. Less is known about how followers view their favorite SMIs. This study aims to explore the SMI–follower relationship from the follower’s perspective and examine the underlying attachment mechanism.Design/methodology/approachFirst, a qualitative study was conducted to explore the attributes that individuals consider following an SMI and ensure that it is consistent with the literature review. This was followed by a survey-based quantitative study where a structural equation modeling technique was used to test the hypotheses using 508 SMI followers.FindingsFollowers find the SMI as a source to fulfill their intrinsic needs, that is, need to escape or self- improvement. The findings of this study suggest that followers attribute glamor, fun and connectedness to the SMIs driven by their need for self-improvement and fun with their need to escape. Finally, these attributions influence the overall perceived image of the SMI in followers' minds.Originality/valueThis study uses qualitative and quantitative approaches to picture SMIs as human brands from a follower's need fulfillment perspective.

SKIN BRANDING IN CHILDREN: A BARBARIC PRACTICE STILL EXISTING IN KARNATAKA

Background: Skin branding is a barbaric socio-cultural practice most commonly practiced to treat various disorders in neonates and children in certain communities in India. Human branding is the process in which a mark is burnt into the skin of a living person resulting in permanent scarication. This is done either with consent as a form of body modication or as a punishment or even therapeutic treatment unfortunately. Branding is a criminal offence under Indian penal code 324. to assess the prevalence ofObjective: branding in and around Davangere and not to ascertain the cultural and behavioural factors behind branding. Here is aMaterials and Methods: study involving 75 cases of branding in children (neonates to 18 years) over a period of 1 year (2018 June to 2019 June) seen in day today practice mostly encountered with therapeutic skin branding for various conditions viz., long duration fever, headache, febrile seizures, pneumonia, abdominal pain etc. Among the 75 cases of Branding included in the study, 25 febrile seizures (33%), 10 seizures (13%), 14 longResults: duration fever (18%), 5 respiratory infections (6%), 4 mumps (5%), 3 headache (4%), 4 abdominal pain (4%) and 10 other causes (13%). Among the districts in and around Davangere, the maximum cases were seen from Davangere (24 from Harappanahalli, 12 from Channagiri and 6 from Ranebannur, 5 from Harihara) 15 from Bellary, 6 from Shimoga and 5 from Haveri. 3 out of these cases expired directly related to branding or due to delay in reaching hospital. Skin branding which still has therapeutic uses in some cultural societies have severe medicalConclusion: complications. Belief in this method leads to inevitable delays in seeking qualied medical care. Hence extensive education programs explaining its harmful effects aimed at rural illiterate masses including people involved in carrying out branding are required.

‘Mark them with my Mark’: Human Branding in Egypt

This paper analyzes the Aramaic and Egyptian textual evidence for the practice of marking enslaved persons in Late Period Egypt, concluding that the terminology of the period refers to branding, not tattooing, as previously suggested. Both branding and tattooing existed as forms of body mutilation, but these practices inhabited different spheres of social power; branding marked one as property, whereas tattooing was religious and decorative. Bearing in mind the use of branding as an indication of ownership, the evidence of tattooing as a cultic (and particularly feminine) practice, and the etymology and usage of the Aramaic terms, this paper proposes that the body mutilation practiced in this period on enslaved persons was branding, not tattooing. The identification of these marks as brands emphasizes the dehumanization of these enslaved persons and implies that their status was on par with other property such as cattle.

Demystifying the person brand – Roger Federer: the greatest of all times (G.O.A.T.)

Research methodology This case study is a compilation of data gathered from secondary data sources. Case overview/synopsis Roger Federer has won a record setting 20 grand slam titles in his career and has an impressive 103 ATP singles titles to his name. He has stood the test of time and is widely acknowledged as one of the most distinguished players of all times. His personal charisma, classic shot making abilities and consistent stylish on-court performance over a long period of time has created a brand – Roger Federer. Inevitably, as he will have to wind down his career, it would be challenging to brace the brand and identify ways for its endurance. Various models of brand management, namely, Brand Identity Prism and Customer-Based Brand Equity model, have been applied for the brand – Roger Federer. An analysis of brand-building practices can help to understand how sportspersons build brand equity and factors which characterize personal brands that develop in a professional arena. This case study also helps to dwell on how human brands will sustain themselves after the players retire. Complexity academic level This case is designed to teach the concepts of brand in courses such as brand management, marketing management and sports marketing to both undergraduate and postgraduate classes of business management. This case can also be used in various executive programs and in customized short-term courses.

Social support and reputational defense strategies of Chinese social networking site users in Sun Yang’s controversy

This study examines the online expression of Chinese social networking site (SNS) users in a human brand crisis. Using the case of Sun Yang’s doping allegations controversy, the research employed content analysis to examine how Chinese users rendered social support and acted as surrogate crisis responders for Sun in a collectivist Chinese culture. The results indicate that (1) Sun’s supporters were most likely to display emotional support, and this pattern continued over time, (2) Chinese SNS users were inclined to implement the reputational defense strategies of attacking the accuser, denial, and reminding in response to their hero’s case, and (3) the prevalence of the three defense strategies varied over time. Theoretical and managerial implications are provided regarding how parasocial relationship with the accused human brand and in-group/out-group differentiation affect SNS users’ online expressions of social support and reputational defense in the Chinese culture.

The invisible leash: when human brands hijack corporate brands' consumer relationships

PurposeCorporate brands increasingly use influential, high reach human brands (e.g. influencers, celebrities), who have strong parasocial relationships with their followers and audiences, to promote their offerings. However, despite emerging understanding of the benefits arising from human brand-based campaigns, knowledge about their potentially negative effects on the corporate brand remains limited. Addressing this gap, this paper deepens insight into the potential risk human brands pose to corporate brands.Design/methodology/approachTo explore these issues, this conceptual paper reviews and integrates literature on consumer brand engagement, human brands, brand hijacking and parasocial relationships.FindingsThough consumers' favorable human brand associations can be used to improve corporate brand outcomes, they rely on consumers' relationship with the endorsing human brand. Given the dependency of these brands, human brand-based marketing bears the risk that the human brand (vs the firm) “owns” the consumer's corporate brand relationship, which the authors coin relationship hijacking. This phenomenon can severely impair consumers' engagement and relationship with the corporate brand.Originality/valueThis paper sheds light on the role of human brands in strategic brand management. Though prior research has highlighted the positive outcomes accruing to the use of human brands, the authors identify its potential dark sides, thus exposing pivotal insight.

Humanism in Peter Abrahams’ ‘Mine Boy’

Philosophical beliefs have always found expression in literature and synthesized into literary canons. The tenets of Marxism, feminism, formalism, to mention just these, have been transformed into specific literary traditions. Humanism, as a philosophical belief, has also been crystallized into a literary corpus. The general understanding of the philosophical belief called humanism started with the Greek philosopher, Protagoras, who contended that: ‘man (mankind) is the measure of all things'. This idea of the primacy of man on earth, devoid of any supernatural or societal underpinnings, has influenced the philosophy of humanism from classical period through the renaissance up to modern times, irrespective of the different types of humanism that exist. Thus, Corliss Lamont, H. J. Blackham and other humanists have expressed various views of the general idea of humanism as a philosophical belief that sees man as: ‘the measure of all things'. Nevertheless, humanism, as a unified literary corpus, has not been well-expressed on the African literary scene (although there has been pockets of humanistic criticism) and this tendency has led to the placement of some African writers in literary categories to which they do not truly belong. Peter Abrahams is orphaned by this misgiving, as he is usually regarded as a Pan-Africanist and a cultural nationalist rather than a humanist writer. This paper proves that Peter Abrahams is a humanist writer whose thought and artistry (as discernible in Mine Boy and his other apartheid novels) adhere to the tenets of humanism (the humanism of H.J. Blackham). The paper also, implicitly, portrays Blackhams' brand of humanism as a unified corpus which can be used in the appreciation of African literature. The theoretical framework of the paper is ethical criticism or the moral approach to literature which states that literature is related to life.

Social media influencers as human brands: an interactive marketing perspective

PurposeThis study examined how social media influencers create and leverage followers' attachment to deliver marketing messages by applying human brand theory and attachment theory.Design/methodology/approachAn online self-administered survey by 490 US adults who are Millennials (27–40) or Generation Z (18–26) in 2020 and currently following any specific social media influencer was conducted and analyzed.FindingsThe results suggest that homophily, social presence and attractiveness create a greater attachment. Attachment enhances followers' loyalty to the influencer and advertising credibility and reduces their resistance to advertising, whereas it does not affect advertising perception.Research limitations/implicationsThis study suggests the significance of emotional bonding which explains the recent industry shifts targeting “micro-influencers” and long-term partnerships. The attachment to the influencer leads the followers to become loyal, credit marketing messages and lower the resistance without altering the perception as advertising.Originality/valueThis study identifies how attachment affects the followers' perception and response to the marketing message delivered by the influencer while previous studies were limited to the formulation process of attachment.