This paper develops a theory showing how organizational narratives (who is the main character, which plots are emphasized, and how consistently messages are told) shape whether celebrity attaches to individuals, organizations, or both, with important implications for reputation, strategy and communication practice.
Authors & affiliations:
- Laura D’Oria (Iowa State University)
- Mike Pfarrer (The University of Georgia)
- Rhonda Reger (University of North Texas; Oxford University Center for Corporate Reputation)
- Annette Ranft (Wake Forest University, School of Business)
