Branded Like Beckham? An Examination of Dynamic Processes in Human Branding

Marie-Agnès Parmentier , HEC Montréal, Canada
Eileen Fischer, York University, Canada
The paper examines dynamic processes in human branding through case studies of soccer stars David Beckham and Ryan Giggs. Using archival data, we gain insights into the factors at play in the emergence and evolution of human brands with which consumers form relationships. We highlight unforeseen and uncontrollable events that can challenge human brand equity and the practices that help maintain and restore this equity in the eyes of both fans and industry insiders. Our findings lead to greater understandings of both consumers’ relationships to human brands, and the roles they may play in shaping the evolution of human brands.
[ to cite ]:
Marie-Agnès Parmentier and Eileen Fischer (2010) ,"Branded Like Beckham? An Examination of Dynamic Processes in Human Branding ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 37-40 .