Wyniki wyszukiwania dla: personal brand authenticity, football club brand authenticity, football, attitudinal loyalty, structural equation modeling, mediation, social media

• 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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• 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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• Celebrities’ personal brand authenticity in social media: an application in the context of football top-players. The Robert Lewandowski case

  Publikacja

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

  - Rok 2018

  The aim of the study is to explore personal brand authenticity in social media through sentiment analysis. A survey has been conducted in the context of football players with respect to Robert Lewandowski – the most valuable Polish football-celebrity brand. Authors first assess antecedents of his brand authenticity basing on an international sample of social media users, made of 219 cases from 22 countries (intentionally excluding...

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• The authenticity in social media. Club and football players’ relations

  Publikacja

  • A. Kozłowska
  • W. Kucharska

  - Rok 2019

  The authenticity in social media is one of the crucial factors of brands success. In the era of fake news, illusions, manipulations or other artificial attributes of the virtuality and reality today it is a real source of value. The presented study aims to verify how football club and football players’ brands’ authenticity influence attitudinal loyalty in social media. Findings proved that the authenticity is something social media...

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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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• 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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• Brand loyalty creation in the social network. Does the product category matter?

  Publikacja

  • W. Kucharska

  - Rok 2017

  The final goal of all marketers’ effort is to achieve a high level of loyalty toward their brands. Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand loyalty creation. The aim of this research, based on European sample, is to fill the gap in understanding the product category loyalty and brand loyalty relation as an output of brand identification...

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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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• Effects of social media communication on brand equity and brand purchase intention

  Publikacja

  • B. Schivinski

  - Rok 2013

  The author studied the effect of two different social media communication on brand equity and brand purchase intention. A total of 504 data sets were generated through a standardized online-survey and analysed with structural equation modeling. The results of the empirical study showed that both firm-created and user-generated social media communication influenced brand equity, consequently impacting brand purchase intention. This...

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• Antecedents and Consequences of Brand Loyalty

  Publikacja

  • S. Gupta
  • B. Schivinski
  • M. Brzozowska-Woś

  - Handel Wewnętrzny - Rok 2017

  The objective of this paper is to review, systematize, and summarize empirical research on the antecedents and consequences of brand loyalty. The literature review has identified five categories of antecedents to brand loyalty associated with consumer, brand, social, corporate and relational factors. The type of loyalty formed varies according to the combination of various antecedents, with premium loyalty being considered the...

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