Charismatic Entrainment: How Brand Leaders and Consumers Co-Create Charismatic Authority in the Marketplace

نویسندگان

چکیده

Abstract How do CEOs, entrepreneurs, managers, celebrity bloggers, and other brand leaders acquire charismatic authority in the marketplace? Grounded a multi-perspective, in-depth case study of CEO an Austrian shoe manufacturer, this article introduces sociocultural mechanism called entrainment. Charismatic entrainment involves staging by promoting polarized worldviews taking personal risks to demonstrate their ability lead social change. It further consumer-followers publicly validating consumer-critics challenging leaders’ claims authority, encouraging via support, but also criticism. Brand leaders, consumer-followers, draw on media, marketplace sentiments, manifestations as resources more effectively endow with marketplace. The contributes market-based, multi-stakeholder—versus organizational, leader-centric—theory charisma co-creation literature authority. adds theories iconic branding, risk consumption, societal morality plays, sensitizing readers constructive destructive potential market-based co-creation.

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ژورنال

عنوان ژورنال: Journal of Consumer Research

سال: 2021

ISSN: ['1537-5277', '0093-5301']

DOI: https://doi.org/10.1093/jcr/ucab035