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Wyniki wyszukiwania dla: PERSONAL BRAND, EMPLOYER BRANDING, CORPORATE BRAND PERFORMANCE, CORPORATE BRAND REPUTATION, CORPORATE SOCIAL RESPONSIBILITY (CSR), KNOWLEDGE-INTENSIVE SERVICES (KIS)
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The power of personal brand authenticity and identification: top celebrity players’ contribution to loyalty toward football
PublikacjaPurpose: 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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The impact of brand communication on brand equity through Facebook
PublikacjaPurpose The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook. Design/methodology/approach We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand...
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Brand loyalty creation in the social network. Does the product category matter?
PublikacjaThe 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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Image as a key factor of brand value at social media
PublikacjaThe paper aims to investigate the relationship between social media presence and activities and brand value for the most valuable Global Brands 2012 (Interbrandt 2013). Social media communication is an innovative way of communication. Brand value is a key performance indicator of brand strategy for managers. Brand and category image realized to be the key factor of investigated relation.
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Customer Assessment of Brand Valuation and Social Media
PublikacjaThe research problem engaged in this article is to determine whether contemporary consumers are able to assess brand equity in the overabundance of brands and products with similar features and qualities. The author argues that in the existing circumstances when differences between brands become insignificant the consumer is not capable of assessing their equity adequately. In order to verify the thesis the author has accepted...
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Individual corporate reputation, perception of collective corporate reputation, stock market investments
Dane BadawczeThere are two ways of conceiving of corporate reputation: individual and collective. Although related, they are not driven by the same factors. Thus, each of them may have a distinct impact on investment decisions. The following dataset includes the data obtained in an incentivized economic experiment based on vignette studies. We induced the perception...
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Corporate Social Responsibility BiM
Kursy Online -
Personal Brand Authenticity and Social Media: The Top 5 Football Players’ Case
Publikacjahe 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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Personal branding of artists and art-designers: necessity or desire?
PublikacjaPurpose 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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Celebrities’ personal brand authenticity in social media: an application in the context of football top-players. The Robert Lewandowski case
PublikacjaThe 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 effects of perceived risk, brand value, and brand trust on eWOM
PublikacjaUnrestricted access to the Internet, mobile devices, social applications and offering shopping comment options via online stores and platforms, encourages customers to generate online reviews about brands. That is why it became important to learn about the factors that motivate customers to create electronic word of mouth (eWOM). The survey aimed to check if there are links between perceived brand value, perceived risk, brand trust...
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Tacit Knowledge Sharing and Project Performance. Does the Knowledge Workers' Personal Branding Matter?
PublikacjaTacit knowledge sharing is the real challenge for knowledge management today. Network economy has completely changed the role of knowledge workers who now become independent tacit knowledge producers. Bearing this fact in mind, the author studied how tacit knowledge sharing affects the process of building a personal brand and project performance. For this purpose, the authors conducted a study among Polish professionals with different...
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The Corporate Museum: A New Type of Museum Created as a Component of Marketing Company
PublikacjaA new type of museum appeared – the corporate museum. The museum institution in this instance has been used as a new marketing device for building corporate identity strategies. Their inception is not based on the existing context of a place, but appears to be integrated with the corporate identity program, exposing the company’s values and philosophy. The corporate museums are thematic, commercial buildings, owned by a particular...
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Corporate social responsibility (CSR) and sustainable development during the Covid-19 pandemic
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Corporate social responsibility in reference to environmental statements within EMAS system in small and medium enterprises
PublikacjaAccording to the corporate social responsibility concept, organisations should apply any mechanisms available supporting their business actions contributing i.e. to the improvement of natural environment. Among them is EMAS eco-management and audit scheme. The prove of its implementation is environmental statement and entering the organisation into a national EMAS register. The aim of the statement is informing the society and...
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Text Mining Algorithms for Extracting Brand Knowledge; The fashion Industry Case
PublikacjaBrand knowledge is determined by customer knowledge. The opportunity to develop brands based on customer knowledge management has never been greater. Social media as a set of leading communication platforms enable peer to peer interplays between customers and brands. A large stream of such interactions is a great source of information which, when thoroughly analyzed, can become a source of innovation and lead to competitive advantage....
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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
PublikacjaThis 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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Framing the Temporal Dimensions of a Brand
PublikacjaDrawing on existing research dealing with time in brand and brand management, this paper aims at providing a comprehensive and coherent framework of some time-related concepts, with a special emphasis on what happens when a brand reaches the senescence stage. In addition, it strives to consider what happens when a brand becomes long-lived enough, looking at the brand’s customer base. While undoubtedly time affects customers’ age...
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Principles of Corporate Governance
PublikacjaThe book places ownership at the centre of all relevant choices that the conpany makes: in particular it adresses the problem of governance from the perspective of owenership. The second part of the book analyzes in a number of coutries economic systens, caputakism models, dfferent economic cultures, and their role in defining the type of corporate governance that has emerged
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Online brand communities’ contribution to digital business models
PublikacjaAbstract Purpose – There is limited research examining social drivers and mediators of online brand community identification in the context of business models development. This study aims to identify them behind the social mechanisms and present essential factors which should be applied in business models to foster value co-creation. Design/methodology/approach – Data were collected from a convenience sample of 712 cases gathered among...