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“It’s good.” “says who?”: the mediating role of professional legitimacy on the relationship between film-extension performance and changes in directors’ human brand identity

Pras, Bernard; Pluntz, Camille (2020), “It’s good.” “says who?”: the mediating role of professional legitimacy on the relationship between film-extension performance and changes in directors’ human brand identity, The Journal of Product and Brand Management, 29, 6, p. 745-765. 10.1108/JPBM-02-2019-2272

Type
Article accepté pour publication ou publié
Date
2020
Journal name
The Journal of Product and Brand Management
Volume
29
Number
6
Publisher
Emerald
Pages
745-765
Publication identifier
10.1108/JPBM-02-2019-2272
Metadata
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Author(s)
Pras, Bernard
Dauphine Recherches en Management [DRM]
Pluntz, Camille
Institut Supérieur de Gestion [ISG]
Abstract (EN)
Building strong human brands inscribed in social and symbolic recognition is a strategic issue for branded individuals. In the context of film director human brands, this study aims to examine the respective influences of the economic and critical performance of films, on the one hand, and the professional legitimacy bestowed by internal stakeholders, on the other, on changes in human brand identity. Contrary to what is generally believed, it shows that the specific legitimacy bestowed by producers and the institutional legitimacy bestowed by elite peers mediate the effects of performance on changes in human brand identity. Brand extension (i.e. new films) incongruence and initial human brand identity moderate the effect of performance on legitimacy.
Subjects / Keywords
Economic and critical performance; Brand extension; Incongruence; Quantitative methods; Celebrity branding
JEL
M31 - Marketing
M37 - Advertising

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