Self-branding: A Cross-cultural Perspective: The Chiara Ferragni Case

Elisa Borsoi & Letizia Zappa

Student thesis: Master thesis


In recent years, personal branding has received significant interest. The business world now recognizes the relevance of controlling and projecting a desired personal brand identity through the use of different social media. Once considered a tactic only for celebrities and leaders in business and politics, personal branding has become an important marketing tool for everyday people. For instance, through the creation and maintenance of social media profiles, personal Websites, and blogs, common women have converted into recognized fashion bloggers across the globe. Up to now, the majority of the studies has analysed self-branding from the blogger point of view, never taking into consideration how these brands are perceived by audiences in different countries. The purpose of this study is to investigate how a globally successful self-branding is perceived by individuals with a significantly different culture. The study employs an approach based on “systematic combining”’ grounded in an abductive logic. This approach consists in the interrelation of a case study, a theoretical framework, and empirical findings collected from 16 semi-structured interviews. By Adopting Aaker’s brand personality scale as theoretical framework, this study aims to classify the perception of the interviewees based on the five dimensions of the model. The findings of the study reveal that a personal brand is not perceived identically by individuals with a significantly different culture. Moreover, due to the emergence of a new dimension the theoretical framework has been modified. The research brings contributions both to the field of self-branding and to the potential applicability of the brand personality model to self-branding.

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final ThesisMaster of Business, Language and Culture, Intercultural Management, (Graduate Programme) Final Thesis
Publication date2018
Number of pages164