Human Brand Identity Types and Dynamics: the Role of Incongruent Extensions and Legitimacy Mechanisms - the Case of Film Directors
This research identifies human brand identity types and dynamics. In Study 1, we show the existence of 4 identity types among western film directors. In Study 2, conducted in France, we analyze the dynamics of human brand identity based upon film directors’ specific, bourgeois and popular legitimacy and incongruent/congruent extensions.
Citation:
Camille Pluntz and Bernard Pras (2016) ,"Human Brand Identity Types and Dynamics: the Role of Incongruent Extensions and Legitimacy Mechanisms - the Case of Film Directors", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 595-596.
Authors
Camille Pluntz, Université Paris-Dauphine, France
Bernard Pras, Université Paris-Dauphine and ESSEC Business School, France
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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