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Defining personal brand, personal branding and personal brand equity
Prosperitas, 2023 This study examines the concept of personal brand equity (PBE) and the relationship between the constructs of personal brand (pb) and Personal Branding (PB). This article provides insight into the concept of PBE. The definition of the three main constructs and the corresponding key variables are reviewed based on the existing literature.
Péter Szántó, László Radácsi
openaire +2 more sources
How Do Brand Communication and Brand Personality Shape Consumer Loyalty?
Economic and Business Review, 2023 The concept of brand personality plays a crucial role in brand literature as consumers tend to anthropomorphize brands by attributing human characteristics to them.
Emilija Heleta Švrakić +1 more
doaj +1 more source
Journal of Brand Management, 2021 The aim of this paper is to examine the impact of sustainability advertising on brand personality, credibility, attitude toward the ad and brand attitude; special attention was given to whether or not environmental and social sustainability advertising ...
Frauke Sander +3 more
semanticscholar +1 more source
A six-factor model of brand personality and its predictive validity [PDF]
Psihologija, 2017 The study examines applicability and usefulness of HEXACO-based model in the description of brand personality. Following contemporary theoretical developments in human personality research, Study 1 explored the latent personality structure of ...
Živanović Marko +2 more
doaj +1 more source
iRASD Journal of Management, 2022 Marketing research theorists have concentrated their focus in studying the emblematic meaning consumers attach to certain brands. One such concept is brand personality. The brand personality scale proposed by Aaker is popular tool for the measurement of
Muhammad Abu Huraira, Usman Ahmad
doaj +1 more source
TIJAB (The International Journal of Applied Business), 2020 Anthropomorphism is the belief that brands can possess human characteristics, which raises a tendency to assign human traits to inanimate objects. It is on this premise that Brand Personality takes its roots.
Oladipupo Folorunsho Ajeyalemi +1 more
doaj +1 more source
Revista Eixos TechO amplo acesso e desenvolvimento de tecnologias nos ambientes físicos e, sobretudo, nos digitais, atrelados à maior competitividade em nível global, provocaram um substancial crescimento de uma área denominada personal branding. Nela, indivíduos aplicam e adaptam conceitos tradicionalmente ligados às organizações à sua imagem pessoal e profissional ...
Diogo Rógora Kawano +1 more
+6 more sources
Exploring and consolidating the brand personality elements of the political leader [PDF]
Spanish Journal of Marketing-ESIC, 2018 Purpose - This study aims to examine brand personality and its application to political branding. This study focuses on the brand personality of a political leader from the BJP Party brand (Bharatiya Janta Party).
Varsha Jain +3 more
doaj +1 more source
Global Journal Al-Thaqafah, 2022 The purpose of this paper is to add to the body of knowledge about brand personality and consumer behaviour to purchase Halal cosmetic products. This study examines the effect of brand personality on the actual purchase of Halal cosmetics products, as ...
Nurafni Rubiyanti +2 more
semanticscholar +1 more source
The mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty: Evidence from Malaysia [PDF]
Management Science Letters, 2016 This study empirically investigates the mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty among Malaysian customers toward local automobile brands (Proton and Perodua).
Hashed Ahmad Mabkhot +2 more
doaj +1 more source