Cogent Social Sciences, 2023 This study empirically examines the effects of four types of media communication (traditional media advertising, firm-created social media, user-generated social media, and personal selling) on brand attitude. The effect of brand attitude on rerepurchase
Istijanto, Ambara Purusottama
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Perception and use of a personal brand in professional work by representatives of selected legal professions [PDF]
Zeszyty Naukowe PTE w Zielonej Górze, 2022 The volatility of the labor market, as well as the self-centeredness of employees in relation to career management, make having a personal brand a necessity if a person does not want to lose their career opportunities (Gorbatov et al., 2021). Also in the
Weronika Muszyńska
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Brand Selection Dimensions in Family Buying of Personal Care Products [PDF]
Eurasian Journal of Business and Economics, 2019 The aim of present study endeavors to uncover the dimensions of brand selection in buying of personal care products. The results confirmed four dimensions of brand selection for each studied product i.e.
Sakshi SHARMA, Maninder SINGH
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Exploring the influences of internal branding on employees' brand promise delivery: Implications for strenthening the customer-brand relationships [PDF]
, 2008 Internal branding is increasingly seen as a doctrine to ensure employees' delivery of the brand promise by shaping employees' brand attitudes and behaviours.
Evanschitzky, H +6 more
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PERSONAL BRAND VALUE CATEGORIES. COMMERCIALIZATION OR DEHUMANIZATION?
Humanities and Social SciencesThe article presents the research results on personal brand value categories. No systematized compilation of personal brand values has yet been identified that considers both marketing and humanistic perspective.
Agnieszka WALCZAK-SKAŁECKA
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Developing and Designing a Model of SME Brand Focusing on Personal and Corporate Brand [PDF]
پژوهشهای مدیریت عمومی, 2014 The concept of brand and its management has roots in large companies. However, SMEs are an important part of economic innovation and wealth creation, while they are striving in the same competitive environment.
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A survey on relationship among consumer personal characteristics, brand personality and brand love [PDF]
Management Science Letters, 2016 Consumer’s personality traits, as one of the most important aspects of human psychological tendency, may influence people towards different brands.
Ali Eilaghi Karvandi
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Indonesian Journal of Business and Entrepreneurship, 2023 Nowadays, brands from various industrial sectors have started to release new product line or branding strategy that focuses on preserving nature, one of the examples being green personal body care. The vague and excessive claims made by the brands evoked
Jasmine Raihana +1 more
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The True or the Idealized Self: How CEOs Build Their Personal Brands?
Central European Management Journal, 2021 Purpose: This study aims to empirically present the process of personal branding of CEOs. Building on the theoretical model proposed by Wojtaszczyk and Maszewski (2014), the study illustrates how CEOs build their personal brands.
Górska Anna M.
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Becoming more than an athlete: developing an athlete's personal brand using strategic philanthropy
, 2020 Research Question: The current research examined the effect of an athlete promoting his philanthropic efforts to his Instagram followers. Specifically, we assessed how adopting this strategy impacted his followers’ perceptions of, and level of fandom ...
Kunkel, Thilo, Doyle, Jason, Na, Sangwon
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