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Rok 2018
  • Celebrities’ personal brand authenticity in social media: an application in the context of football top-players. The Robert Lewandowski case
    Publikacja

    - 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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  • Do global brands contribute to the economy of their country of origin? A dynamic spatial approach

    Purpose - Brand positioning based on the brand’s country of origin is at the centre of attention in international marketing. It is evident that global brands constitute critical intangible assets for businesses and places. However, it is not clear how they contribute to national economies. This paper aims to discuss the significance of brands as contributing to the value of their companies but also helping to leverage national...

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

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

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

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

    - 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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  • Social Media and Knowledge Sharing – What Do We Know So Far?
    Publikacja

    - Rok 2018

    The aim of this paper is to examine previous studies on topic of social media and how it influences knowledge sharing online and thereafter establish respective body of knowledge. The background investigation has been organized as a theoretical review with qualitative premises. The multi-layered Systematic Literature Review process has been utilized and carried out to fetch the most relevant peer-reviewed researches in the past....

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  • Tacit Knowledge Sharing and Value Creation in the Network Economy: Socially Driven Evolution of Business
    Publikacja

    - Rok 2018

    Key factors which affect competitive advantage in the network economy are innovation, relationships, cooperation, and knowledge. Sharing knowledge is not easy. Companies find it problematic. Presented studies show that the essence of the value creation today is not in sharing explicit but rather tacit knowledge, which is a source of creativity and innovation. Delivering value through knowledge does not only require efficient Transactive...

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  • Text Mining Algorithms for Extracting Brand Knowledge; The fashion Industry Case
    Publikacja

    - Rok 2018

    Brand 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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  • The condition of economies. Do most valuable global brands matter?

    Research background: Brands are considered to be the most valuable asset of a company. Some of them achieve spectacular global results. The significance of global brands is proved by the fact that their value is often greater than the sum of all company’s net assets. Purpose of the article: The aim of this article is to highlight that brand value does not only create company’s value, but also leverages economies. The Authors claim...

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  • The Mediation Function of Job Satisfaction's between Organizational Culture Dimensions and Knowledge Sharing
    Publikacja

    - Rok 2018

    It is commonly acknowledged that organizational culture is a valuable element of intellectual capital and as a hidden source of competitive advantage can considerably affect the achieving of strategic business goals. The axiological dimension of organizational culture is mostly identified with a set of shared assumptions and values, while work practices mainly define its behavioral dimension. Both these dimensions influence, among...

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Rok 2017
  • Brand loyalty creation in the social network. Does the product category matter?
    Publikacja

    - 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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  • Company Culture, Knowledge Sharing and Organizational Performance. The Employee’s Perspective
    Publikacja

    - Rok 2017

    Knowledge sharing, as a basic prerequisite for knowledge creation, is a dynamic social process characterized by profound human interactions. The process of knowledge sharing can be supported by organizational culture which is a set of values and norms giving identity to each enterprise. As a valuable element of intellectual capital, organizational culture contributes to achieving strategic business goals. The purpose of this article...

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

    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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  • Framing the Temporal Dimensions of a Brand
    Publikacja

    - Rok 2017

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

    - 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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  • Relationships between Trust and Collaborative Culture in The Context of Tacit Knowledge Sharing

    The literature review presents a lot of theoretical and empirical evidence that Trust affects Collaborative Culture. The opposite also proves to be true: Collaborative Culture influences Trust. The main hypothesis presented in this paper says that both these factors are strongly correlated and modify each other. This study examines the mutual relationship of the said variables in the context of Tacit Knowledge Sharing based on...

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

    - 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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  • Tacit Knowledge Sharing and Project Performance. Does the Knowledge Workers' Personal Branding Matter?

    Tacit 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 Most Valuable Global Brands and Condition of Economies: a Spatial Approach
    Publikacja

    Research background: Brands are considered to be the most valuable asset of a company. Some of them achieve spectacular global results. The significance of global brands is proved by the fact that their value is often greater than the sum of all company’s net assets. Purpose of the article: The aim of this article is to highlight that brand value does not only create company’s value but also leverages economies. We claim that even though...

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  • Trust, Tacit Knowledge Sharing, Project Performance and their Managerial Implications
    Publikacja

    Tacit Knowledge Sharing is increasingly attracting the attention of scientists and managers intrigued by their potential application for creating innovative solutions. Project management as a set of methodologies and best practices need to be charged by knowledge. The research problem tackled in this article refers to a current managerial problem regarding tacit knowledge sharing execution in project based organizations. The objective...

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Rok 2016
  • Customer Assessment of Brand Valuation and Social Media
    Publikacja

    - Rok 2016

    The 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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  • Determinanty kreowania wartości marki poprzez media społecznościowe w gospodarce sieciowej
    Publikacja

    - Rok 2016

    Głównym problemem badawczym podejmowanym w pracy, jest określenie struktury czynników determinujących kreowanie wartości marki w mediach społecznościowych. Dla rozwiązania tego problemu wykonano dwa badania. Pierwsze z nich dotyczyło określenia relacji pomiędzy wartością marki a jej pozycją w sieciach społecznościowych (model BV). Badanie to zrealizowano w oparciu o metody ilościowe: analizę statystyczną danych wtórnych i danych...

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