Charismatic Entrainment: How Brand Leaders and Consumers Co-Create Charismatic Authority in the Marketplace
Abstract
How do CEOs, entrepreneurs, managers, celebrity bloggers, and other brand leaders acquire charismatic authority in the marketplace? Grounded in a multi-perspective, in-depth case study of the charismatic CEO of an Austrian shoe manufacturer, this article introduces a sociocultural mechanism called charismatic entrainment. Charismatic entrainment involves brand leaders staging charismatic authority by promoting polarized worldviews and taking...
Paper Details
Title
Charismatic Entrainment: How Brand Leaders and Consumers Co-Create Charismatic Authority in the Marketplace
Published Date
May 27, 2021
Journal
Volume
48
Issue
4
Pages
731 - 751
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