{"id":"https://openalex.org/W2987199626","doi":null,"title":"Influencers and Brand Partnerships: A Co-Branding Story","display_name":"Influencers and Brand Partnerships: A Co-Branding Story","publication_year":2019,"publication_date":"2019-08-01","ids":{"openalex":"https://openalex.org/W2987199626","mag":"2987199626"},"language":"en","primary_location":{"id":"pmh:oai:https://spectrum.library.concordia.ca:985805","doi":null,"is_oa":true,"landing_page_url":"https://spectrum.library.concordia.ca/985805/1/DaRochaMelo_MSc_F2019.pdf","pdf_url":"https://spectrum.library.concordia.ca/985805/1/DaRochaMelo_MSc_F2019.pdf","source":{"id":"https://openalex.org/S4306400871","display_name":"Spectrum Research Repository (Concordia University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I60158472","host_organization_name":"Concordia University","host_organization_lineage":["https://openalex.org/I60158472"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"Thesis"},"volume":null,"type":"dissertation","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://spectrum.library.concordia.ca/985805/1/DaRochaMelo_MSc_F2019.pdf","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5033722626","display_name":"Carolina da Rocha Melo","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Carolina da Rocha Melo","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5033722626"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9976000189781189,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9976000189781189,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.0017000000225380063,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.0005000000237487257,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/social-media-influencers","display_name":"social media influencers","score":0.9929999709129333},{"id":"https://openalex.org/keywords/co-branding","display_name":"co-branding","score":0.9900000095367432},{"id":"https://openalex.org/keywords/human-brands","display_name":"human brands","score":0.968999981880188},{"id":"https://openalex.org/keywords/celebrity-endorsement","display_name":"celebrity endorsement","score":0.984000027179718},{"id":"https://openalex.org/keywords/brand-legitimacy","display_name":"brand legitimacy","score":0.6470000147819519},{"id":"https://openalex.org/keywords/cognitive-legitimacy","display_name":"cognitive legitimacy","score":0.8970000147819519},{"id":"https://openalex.org/keywords/brand-equity","display_name":"brand equity","score":0.9269999861717224},{"id":"https://openalex.org/keywords/financial-compensation","display_name":"financial compensation","score":0.7519999742507935},{"id":"https://openalex.org/keywords/brand-visibility","display_name":"brand visibility","score":0.6259999871253967},{"id":"https://openalex.org/keywords/instagram","display_name":"Instagram","score":0.7450000047683716}],"concepts":[{"id":"https://openalex.org/C26011011","wikidata":"https://www.wikidata.org/wiki/Q6030243","display_name":"Influencer marketing","level":4,"score":0.9471475481987},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5582923889160156},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.5240212082862854},{"id":"https://openalex.org/C71750763","wikidata":"https://www.wikidata.org/wiki/Q646164","display_name":"General partnership","level":2,"score":0.515570342540741},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.4969823658466339},{"id":"https://openalex.org/C46295352","wikidata":"https://www.wikidata.org/wiki/Q207982","display_name":"Legitimacy","level":3,"score":0.48219814896583557},{"id":"https://openalex.org/C2778431023","wikidata":"https://www.wikidata.org/wiki/Q878249","display_name":"Alliance","level":2,"score":0.44582709670066833},{"id":"https://openalex.org/C205971072","wikidata":"https://www.wikidata.org/wiki/Q513100","display_name":"Brand equity","level":2,"score":0.444520503282547},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.4177754819393158},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.39411258697509766},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.2186017632484436},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.11339002847671509},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.0},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.0},{"id":"https://openalex.org/C94625758","wikidata":"https://www.wikidata.org/wiki/Q7163","display_name":"Politics","level":2,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"pmh:oai:https://spectrum.library.concordia.ca:985805","doi":null,"is_oa":true,"landing_page_url":"https://spectrum.library.concordia.ca/985805/1/DaRochaMelo_MSc_F2019.pdf","pdf_url":"https://spectrum.library.concordia.ca/985805/1/DaRochaMelo_MSc_F2019.pdf","source":{"id":"https://openalex.org/S4306400871","display_name":"Spectrum Research Repository (Concordia University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I60158472","host_organization_name":"Concordia University","host_organization_lineage":["https://openalex.org/I60158472"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"Thesis"},{"id":"mag:2987199626","doi":null,"is_oa":false,"landing_page_url":"https://spectrum.library.concordia.ca/985805/","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":{"id":"pmh:oai:https://spectrum.library.concordia.ca:985805","doi":null,"is_oa":true,"landing_page_url":"https://spectrum.library.concordia.ca/985805/1/DaRochaMelo_MSc_F2019.pdf","pdf_url":"https://spectrum.library.concordia.ca/985805/1/DaRochaMelo_MSc_F2019.pdf","source":{"id":"https://openalex.org/S4306400871","display_name":"Spectrum Research Repository (Concordia University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I60158472","host_organization_name":"Concordia University","host_organization_lineage":["https://openalex.org/I60158472"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"Thesis"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2987199626.pdf","grobid_xml":"https://content.openalex.org/works/W2987199626.grobid-xml"},"referenced_works_count":49,"referenced_works":["https://openalex.org/W165584030","https://openalex.org/W618090228","https://openalex.org/W1592411571","https://openalex.org/W1900748816","https://openalex.org/W1932652616","https://openalex.org/W1964924375","https://openalex.org/W1970471758","https://openalex.org/W1971788529","https://openalex.org/W1976839163","https://openalex.org/W1978311462","https://openalex.org/W1985944683","https://openalex.org/W2002067858","https://openalex.org/W2034260616","https://openalex.org/W2040108544","https://openalex.org/W2045844751","https://openalex.org/W2046363654","https://openalex.org/W2056726912","https://openalex.org/W2062350780","https://openalex.org/W2071519222","https://openalex.org/W2079421870","https://openalex.org/W2084500249","https://openalex.org/W2097434407","https://openalex.org/W2124258488","https://openalex.org/W2125634133","https://openalex.org/W2128068758","https://openalex.org/W2128572242","https://openalex.org/W2146815169","https://openalex.org/W2152354174","https://openalex.org/W2162412465","https://openalex.org/W2170618579","https://openalex.org/W2239794783","https://openalex.org/W2262504108","https://openalex.org/W2266639535","https://openalex.org/W2318012210","https://openalex.org/W2338962681","https://openalex.org/W2416836668","https://openalex.org/W2493101627","https://openalex.org/W2558316598","https://openalex.org/W2725028773","https://openalex.org/W2753691469","https://openalex.org/W2774005764","https://openalex.org/W2794368224","https://openalex.org/W2883147592","https://openalex.org/W2916343102","https://openalex.org/W2930761253","https://openalex.org/W2944962987","https://openalex.org/W2946412510","https://openalex.org/W2990531823","https://openalex.org/W3122354189"],"related_works":["https://openalex.org/W4376472895","https://openalex.org/W2936173800","https://openalex.org/W6990023771","https://openalex.org/W7019764253","https://openalex.org/W7135565759","https://openalex.org/W7082662185","https://openalex.org/W7127956559","https://openalex.org/W7056426654","https://openalex.org/W6991883941","https://openalex.org/W2970626522"],"abstract_inverted_index":{"This":[0],"thesis":[1],"investigates":[2],"the":[3,20,34,45,73,97,106,112,176],"partnerships":[4,82,139,209],"between":[5],"consumer":[6,164],"brands":[7,18],"and":[8,19,40,64,69,83,153,166,186,192,210],"social":[9,61,77,193],"media":[10,62,78,194],"influencers.":[11],"Here,":[12],"influencers":[13,63,79,115,195],"are":[14],"treated":[15],"as":[16,26,100,102,121,140],"human":[17,37],"alliance":[21],"in":[22,157,199,215],"question":[23],"is":[24,171],"identified":[25],"a":[27,52,94,103,141,158],"co-branding":[28,39],"partnership.":[29],"Thus,":[30],"I":[31],"rely":[32],"on":[33,105,175,207],"literature":[35],"of":[36,48,118,144,218],"brands,":[38],"celebrity":[41,177],"endorsement":[42,178],"to":[43,71,125,131,163],"develop":[44,80],"theoretical":[46],"background":[47],"this":[49,127,147,200,216],"thesis.":[50],"Through":[51],"qualitative":[53],"study,":[54],"10":[55],"in-depth":[56],"interviews":[57],"were":[58,67],"conducted":[59],"with":[60],"Instagram":[65],"posts":[66],"collected":[68],"analyzed":[70],"address":[72],"research":[74,148],"questions:":[75],"how":[76],"brand":[81,138,165,183],"what":[84,170],"benefits":[85,155,181],"they":[86,123],"receive":[87],"from":[88,111,161],"these":[89],"alliances?":[90],"The":[91],"findings":[92],"include":[93,182],"framework":[95],"outlining":[96],"influencer-brand":[98],"partnership,":[99],"well":[101],"discussion":[104],"legitimacy":[107,135],"issue":[108],"that":[109,151],"emerged":[110],"data.":[113],"Because":[114],"lack":[116],"forms":[117],"legitimacy,":[119],"such":[120],"regulative,":[122],"attempt":[124],"overcome":[126],"by":[128],"using":[129],"strategies":[130],"increase":[132],"their":[133],"cognitive":[134],"levels,":[136],"having":[137],"core":[142],"part":[143],"it.":[145],"Also,":[146],"brings":[149],"evidence":[150],"financial":[152,187],"non-financial":[154],"move":[156],"two-way":[159],"path":[160],"influencer":[162],"vice-versa,":[167],"differently":[168],"than":[169],"most":[172],"commonly":[173],"discussed":[174],"literature.":[179],"These":[180],"equity,":[184],"visibility,":[185],"compensation.":[188],"Both":[189],"marketing":[190],"practitioners":[191],"will":[196],"find":[197],"value":[198],"study":[201],"since":[202],"it":[203],"can":[204],"guide":[205],"them":[206],"future":[208],"clarify":[211],"some":[212],"tensions":[213],"present":[214],"type":[217],"alliance.":[219]},"counts_by_year":[],"updated_date":"2026-08-21T09:56:20.448147","created_date":"2019-11-22T00:00:00"}
