Wyniki wyszukiwania dla: CREATIVITY, PERSONAL BRANDING, ARTISTS, ART DESIGNERS, ARTISTIC IDENTITY, PERSONAL BRAND PERFORMANCE, SELF-BRAND DISTINCTIVENESS, SELF-BRAND EXPRESSION

• Personal branding of artists and art-designers: necessity or desire?

  Publikacja

  • W. Kucharska
  • P. Mikołajczak

  - Journal of Product & Brand Management - Rok 2018

  Purpose Personal branding becomes a new in-demand skill for all professionals today. To be well-known helps to achieve success in the networked business environment. Personal relationships and a good reputation in the reality of network economy help young artists and art designers move up the career ladder. This paper aims to discuss a problem of artists who often find it difficult to define their artistic and self-distinction...

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• Company versus consumer performance: does brand community identification foster brand loyalty and the consumer’s personal brand?

  Publikacja

  • I. Confente
  • W. Kucharska

  - Journal of Brand Management - Rok 2021

  This study investigates the effect of community identification in building brand loyalty (attitudinal and behavioural) and a personal brand via social networks. The proposed model explained the main community identification antecedents and how identification can lead to enhanced company and consumer performance. This study adopts the theoretical lens of uses and gratifications theory and identifies three motivational drivers of...

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• Selfie and Personal Branding Phenomena in the Context of the Network Economy. A Literature Review

  Publikacja

  • W. Kucharska
  • I. Confente

  - Handel Wewnętrzny - Rok 2017

  Self-taken pictures called “selfies” shared in social media have become a worldwide phenomenon. This is due to the increased need of human being to share to other people their daily lives and to build their own personal brand in the networked world. Despite that, the subject of personal branding has not been sufficiently discussed in academic marketing literature over the past decade. The objective of the study is to present the...

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• Self-Perceived Personal Brand Equity of Knowledge Workers by Gender in Light of Knowledge-Driven Organizational Culture: Evidence From Poland and the United States

  Publikacja

  • W. Kucharska

  - SAGE Open - Rok 2024

  This study contributes to the limited literature on the personal branding of knowledge workers by revealing that a culture that incorporates knowledge, learning, and collaboration supports (explicit and tacit) knowledge sharing among employees and that sharing matters for knowledge workers’ self-perceived personal brand equity. Analysis of 2,168 cases from the United States and Poland using structural equation modeling (SEM) showed...

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• Personal Branding and Brand Loyalty, Social Network Users Brand Identification: Polish-French Model

  Publikacja

  • W. Kucharska
  • J. Thomas

  - Rok 2017

  Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research, based on a multinational sample, is to fill the gap in understanding how users choose among social networking sites as an act of brand identification. The authors of the paper point to the fact that creating a personal brand is becoming more...

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• Personal Branding—A New Competency in the Era of the Network Economy. Corporate Brand Performance Implications

  Publikacja

  • W. Kucharska

  - Rok 2018

  Primary assets of the network economy are information, network, re-lationships, knowledge, and a virtual environment. The competency of personal branding exercised by knowledge workers, also thought of as knowledge producers, is becoming a natural consequence of the business environment where the significance of hierarchies is constantly decreasing. Knowledge workers are powerful as never be-fore and can exist as separate actors...

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• Consumer social network brand identification and personal branding. How do social network users choose among brand sites?

  Publikacja

  • W. Kucharska

  - Cogent Business & Management - Rok 2017

  Brands’ social networking sites (fan pages) are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research is to understand better how users choose among social networking sites as an act of brand identification. The study presents a new model whose structure of identification drivers for social networking brand sites varies for customer...

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• The power of personal brand authenticity and identification: top celebrity players’ contribution to loyalty toward football

  Publikacja

  • W. Kucharska
  • I. Confente
  • F. Brunetti

  - Journal of Product & Brand Management - Rok 2020

  Purpose: In the current era of fake news, illusions, manipulations, and other artificial attributes of virtuality and reality, authenticity is a virtue that people highly appreciate. This study examines the influence of the personal brand authenticity of top football players on loyalty to the football discipline in general, via the mediation of personal brand identification. Design: Based on data collected from a convenience sample...

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• Personal Brand Value and Social Media, the Top Football Players’ Case

  Publikacja

  • W. Kucharska

  - Rok 2018

  Personal branding valuation and social media usage are new and empirically unexplored areas of research. The aim of the presented study is to determine how social media performance and sentiment are related to the value of a personal brand. Based on an example of 100 most valuable football players, in reference to transfermarkt.com and the sentione.com (sentiment analysis), the author points out the strongest...

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• Personal Brand Authenticity and Social Media: The Top 5 Football Players’ Case

  Publikacja

  • W. Kucharska
  • A. Kozłowska

  - Rok 2018

  he authenticity is a key factor which attracts the interest of young consumers in the more and more dominant virtual world full of “fake news”,“fake images”, and “fake impressions”. The celebrity authenticity is also important when it comes to gain the positive attitude of the audience and the success in the long term. The unique talent is crucial for all stars. According to football stars, the authenticity of their personal brands...

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