Celebrity endorsement has received academic attention since the 1970s and it has widely been used by companies in their marcom (marketing communications) activities as an effective strategic tool to promote their brands, companies, products and services. Instead of only being appointed as endorsers, this new phenomenon sees how celebrities have changed their roles as human brands and are now better known as celebrity brands. Celebrities, as they are known today, are progressively becoming brands in their own right (i.e. celebrity brand), have their own value, owning their own products and/or services and businesses/companies (i.e. corporate brand), and endorsing other corporate brands too. Companies use celebrity endorsements to position and communicate their individual/product brand image to consumers at large. However, due to the changing marketing environment (from traditional to digital marketing), companies are finding that their communication through celebrity endorsements have become costly and less efficient when trying to project a coherent corporate image and reputation across various audiences. Rather, the new trending phenomenon of celebrity chefs may achieve the desired effect. Unlike other human brands such as CEOs, athletes or artists, which roles limit to either personal or corporate roles, celebrity chefs are unique as they encompass both. Furthermore, they also endorse other brands and corporate brands simultaneously, enabling them to project their own personal and corporate brand as well as the brand they are endorsing. Hence, this study's novelty lies in the exploration and development of the celebrity chef concept at both the product and corporate brand level of their 'own' and 'endorsed' activities (termed as celebrity corporate brand or CCB in this study); and operationalises the CCB concept. The study aims to investigate whether a change in the celebrity brand roles by addressing both traits (human personality) and states (brand personality) and by associating it at the corporate brand level, given the best contextual setting, is one of the possible ways to strategically use celebrity brand beyond endorsement in marcom activities. The study has three objectives, which are: 1) to explore the concept of celebrity brand at a corporate brand level, known as Celebrity Corporate Brand - CCB; 2) to investigate the impact of CCB on attitudinal (identification, image and reputation) and behavioural (loyalty) outcomes (termed as corporate brand enhancement); and 3) to develop a holistic conceptual model to understand the consumers attitudinal and behavioural response and association impact of celebrity brand at corporate brand level named as Celebrity Corporate Brand Association Impact on Corporate Brand Enhancement Model. A mixed method approach was employed by using qualitative data (netnography - Study1; and in depths interviews - Study 2) as well as quantitative data (population-based survey experiments - Study 3). A qualitative approach is used to explore the concept and dimensions of CCB, which is later used to assist the items and measure development for Study 3. Data collection was done covering samples selection from the United Kingdom and Malaysia. Random sampling is used to select respondents that fulfilled the criteria required for the study. The study finds that CCB represents and carries his Personal Brand, Product/Service Brand and Corporate Brand. CCB Product Brand refers to the celebrity chefs own developed products and services which are their foods, cookbooks, kitchen utensils. CCB Corporate Brand refers to the celebrity chefs' businesses, corporations and companies such as their restaurants, colleges and programs. CCB is further conceptualised through the CCB's Authentic and Functional Quality, CCB's Cognition and CCB's Personal Quality. The CCB's Philosophy also projects the celebrity's own corporate brand and endorsed activities. CCB Personal Brand refers to the celebrity chefs' traits such as their interpersonal skills and quality, symbolic value and authenticity; and their and their personality states such as enterprising and technical quality. Theoretically, the research is novel in four different ways: 1) it offers a fresh insight to scholars and practitioners in celebrity endorsement, human or celebrity brand, into how to address the new phenomena of changing consumer and celebrity roles by going beyond the celebrity endorsement concept (i.e. via CCB); 2) it explores, develops, defines and provides measures for the newly developed CCB concept; and 3) it extends the nascent literature on celebrity brand, which explores mainly at product brand level, to corporate brand level (celebrity with personal brand also owning corporate brand), and 4) it test CCB empirically and further investigates its relationship in terms of both attitudinal and behavioural outcomes in an effort to enhance corporate brand (corporate brand enhancement process). Previously, studies on celebrity endorsement only look at the use of celebrity as an endorser and discussion in this area is made based on the Source Model which only discusses the personality traits of the celebrities. In addressing the changing roles of celebrities (having personal brands, product brands and corporate brands), this study defines CCB by including both the celebrity brand personality traits and states and researching its impact on corporate brand enhancement. Furthermore, this study looks at both the attitudinal and behavioural outcome of the CCB on multiple stakeholders (celebrities, consumers and endorsed corporate brands). Methodologically, the study contributes in three ways: (1) a new context (celebrity chefs) is chosen to add new insights to celebrity branding literature; (2) approaching the research with three different studies, namely Study 1- netnography; Study 2 - in depths interviews; and Study 3 - population-based survey experiments; and (3) the inclusion of multiple stakeholders as the samples. Practically, the study proposes marketers to select a new type of celebrity: one that has a personal brand of their own, own product and/or corporate brand to increase the promotional marketing campaign success. Thus, both parties need to work together to build upon their brand strategy to ensure that the consumer identifies closely with them, thereby enhancing their image and reputation and subsequently increasing brand loyalty to the advantage of both parties. Interestingly, once CCB has built upon reputation, this guides the business and marketers to carefully select them in the hope of enhancing its corporate brand. The study's findings also demonstrate that it is essential to address various audiences in this new era by designing an appropriate positioning and communication strategy. The results will assist businesses and organisations in the context of defining and developing strategy alongside celebrity chefs (as the CCB) with their businesses and the endorsed corporate brands.

The aim of this case study is to understand the importance of human branding inInfluencer Marketing, (IM). The study will further be based on exploring andexamining the brand of a case study, Isabella Löwengrip. She has a broad audienceon social media and has been a role model for many for over a decade. Not only isIsabella an influencer, but she also represents her brand, Löwengrip invest. Herstrong appearance and unique marketing positioning efforts makes her aninteresting candidate to investigate within influencer marketing to better understandhow human brands are utilized in IM.

Att använda människor som varumärken är ett växande marknadsföringsfenomen som har fått benämningen human brand. I dag går det bland annat att hitta detta fenomen i musikbranschen där artister ses som varumärken för sin musik. Tidigare forskning visar att användning av human brand som marknadsföringsstrategi kan stärka relationen mellan konsumenter och kändisar. Att använda människor som varumärken är inte ett nytt koncept inom marknadsföring. Däremot menar forskning att begreppet human brand är relativt nytt och att det saknas kompletta ramverk och teorier inom området. Syftet med denna studie är att få en större förståelse för hur processen av varumärkesbyggande för ett human brand går till inom musikbranschen. Syftet är även att få förståelse för vilka komponenter som är viktiga, vilka aktörer som är delaktiga i processen samt vilka för- och nackdelar det finns med att använda human brand som marknadsföringsstrategi.  De valda teorierna för studien är stakeholder theory, attachment theory, brand authenticity, celebrity brand authenticity samt self-determinations theory. Studien utgår från en kvalitativ metod där semistrukturerade intervjuer med artister, marknadsförare och managers samt en fokusgrupp med konsumenter genomfördes. Resultatet visar att en av de största faktorerna till att artister lyckas med personal branding processen är genom tydliga mål och visioner av vad de vill åstadkomma. Utan detta är det svårt för marknadsförare och managers att utföra sitt jobb då det inte finns något att sträva mot. Planeringsfasen är även det en viktig faktor i processen att utveckla ett human brand. I denna fas ingår profilering och paketering, kontinuitet samt att skapa och upprätthålla en röd tråd i artisten karriär, detta för att uppfattas som äkta hos allmänheten. Studien visar att det är viktigt, både för artisten men även för konsumenter och fans att artisten är sann mot sig själv.  Resultatet visar att flera aktörer är viktiga för artisten och processen att bli ett human brand. Studien visar även på att det saknas en aktör som ser till artisten fysiska och psykiska hälsa, samt att det finns både för- och nackdelar med att använda human brand som marknadsföringsstrategi. / Using humans as brands is a growing marketing phenomena called human brand, that can be seen in the music industry where musicians have become their own brand for their music. Studies have shown that using human brands can result in a stronger relationship between the celebrity and consumers. Although using humans as brands is not a new concept in marketing, studies regarding human brands is a relatively new phenomenon that is still lacking a complete framework and theories. This study seeks to find a deeper understanding of how a musician becomes a human brand, which stakeholders are vital and what are the pros and cons of using the marketing tool human brand.  The chosen theories for the study are stakeholder theory, attachment theory, brand authenticity, celebrity brand authenticity and self-determinations theory. The selected method for the study is a qualitative research method with semi-structured interviews with musicians, marketers and managers and one focus grupp with consumers and fans. The result of the study shows that one of the biggest factors for succeeding as a musician is to have clear goals and visions of what they want to achieve. Without it, it is nearly impossible for marketers and managers to do their work. What is also found to be of great importance is the planning phase which involves profiling and packaging, continuity and maintaining a red thread through the musicians career and authenticity. The study shows that being true to oneself is an important aspect for the musician as well as to the consumers and fans.  Results show that there are numerous stakeholders that are vital for the process of becoming a human brand as a musician. The study also found a non existing stakeholder that the respondents would like to see in the future, that is an individual who only sees to the physical and psychological well-being of the musician. Furthermore the study showed that there are both pros and cons regarding using human brands as a marketing tool.

Background: Social media influencers (SMIs) have become an important asset to the constantly changing world of marketing. The impact SMIs have within e-commerce and the influence they have on consumers have been observed. Therefore, the use of SMIs as a marketing tool in improving brand knowledge has been vastly adopted by many companies. However, the extent to which SMIs as co-founders contribute to creation of brand knowledge, remains undiscovered.  Purpose: The purpose of this research is to investigate how SMIs as co-founders in e-commerce companies contribute to creating brand knowledge. It aims to contribute with valuable knowledge in how e-commerce companies can implement modernized marketing and branding strategies by including SMIs as co-founders in a company.  Method: This qualitative study is based on semi-structured interviews with six relevant participants operating in four companies within the same industry. A deductive approach was implemented, and data were analyzed using thematic analysis, enabling interpretations and extractions of important themes and patterns. Conclusion: The research concludes that SMIs as co-founders significantly impact brand knowledge in e-commerce companies. Consumers form associations with the SMIs that are transferred into the companies. Further, SMIs contribute with an already existing engaged consumer base through their established relationships of trust and credibility. However, it is important to refrain from completely relying on the SMIs.

Background: Partnerships between brands and social media influencers are becoming more and more common. This co-branding effort presents many benefits for both parties, thus making it a win-win situation. Understanding the motivations behind co-branded product launches, the nature of the partnership, as well as the risks and involved is important to achieve a successful outcome.   Research questions   RQ1: What is the managerial motivation behind a co-branding partnership?  RQ2: What does the level of integration into the co-branded partnership look like?  RQ3: What risks need to be considered when collaborating with influencers?   Purpose: The overall purpose of this study is to understand from a managerial point of view the overall effort put in co-branded product launches between human brands and companies. Three concepts will be considered: the motivations, the forms of partnership integration, and finally potential risks that may arise. Methodology: To fulfill the study’s research purpose, a qualitative study has been carried out. Prior studies have been reviewed, and semi-structured interviews have been conducted to generate primary data. This study consequently adopts an interpretative approach that embraces an inductive reasoning, while it at the same time combines some elements from the deductive approach in order to investigate the phenomenon of co-branding that is at the center of this research. Conclusion: The study interprets from a managerial point of view the various aspects of co-branded partnerships with human brands. The collected data imply three forms of integration in co-branded partnerships. These are namely influenced by factors such as the resources of the brands, their motives, and the duration of the partnership. In addition, the degree of compatibility in terms of brand values seems to affect the success of this partnership, in the same way as fundamental differences also create risks internally and externally.

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La recherche en marketing commence à tracer les contours d’un concept de marque humaine. Les parcours professionnels de certains de ces individus appréhendés tels des marques, comme ceux des réalisateurs de films, nous conduisent à soulever la question de l’extension de la marque humaine. Sachant que l’existence sociale de l’individu marqué dépend de la légitimité détenue auprès de publics clés (les membres internes de l’industrie, les critiques et le grand public), la question se pose alors de l’extension incongruente et du risque que représente cette extension spécifique pour les multiples légitimités de la marque humaine. Face à cette problématique, nous proposons d’étudier les mécanismes de perte et de gain de légitimités du réalisateur de film déclenchés par la sortie d’un film incongruent. En adoptant un design mixte, cette recherche montre que l’extension incongruente représente un risque de perte de légitimité moins élevé pour la marque humaine que l’extension modérément incongruente ou l’extension congruente. Et elle montre également que l’extension incongruente représente une opportunité de gain de légitimité plus élevé que les deux autres formes d’extensions. Cette thèse se conclut en soulignant que les processus de gain et de perte de légitimités constituent les dynamiques sous-jacentes des parcours professionnels des marques humaines et que suivant les mécanismes révélés, ces parcours professionnels peuvent être stratégiquement élaborés. / Marketing research has begun tracing the contours of a human brand concept. The subsequent issue of human brand extension arises as branded individuals (such as movie directors) can be seen moving forward in their careers. The question of incongruent human brand extension is particularly important because the social existences of these branded individuals depend on the legitimacy they hold in regards to various key constituencies (internal members of the industry, critics, the general public). And incongruent human brand extensions can represent a threat for these various legitimacies. We choose to look into this question by studying the mecanisms of movie director legitimation which are unleashed by incongruent film extensions. We use a mixed design method. And we demonstrate that human brands risk loosing less legitimacy with an incongruent extension than with a moderately incongruent extension or with a congruent extension. We also find that human brands can earn more legitimacy with an incongruent extension than with a moderately incongruent extension or with a congruent extension. This doctoral research highlights that the mecanisms by which branded individuals gain or loose legitimacy are the underlying dynamics of their career paths. And by providing insight into these mecanisms, this work shows that these career paths can be undertaken strategically.

Musicians are cultural entrepreneurs, operating as human brands in the South African music industry. The ability to manage their brand effectively may give them an added advantage to compete successfully in this industry. This study sought to explore the integrated marketing communications (IMC) practices of South African musicians in brand promotion. Using a qualitative design, interviews were conducted with practising South African musicians to collect data. The results revealed that South African musicians use multiple marketing communications tools to promote their brands in multimedia campaigns. However, not all the elements required for integrated marketing communications were in evidence. Results from this study may be used by entrepreneurial South African musicians to create a strategy for integrated marketing communications in promoting their brand in the South African music industry and may also contribute towards the practical application of IMC within the broader field of marketing management. / Business Management / M. Com. (Business Management)