The Experts below are selected from a list of 2091 Experts worldwide ranked by ideXlab platform
Yenchun Jim Wu - One of the best experts on this subject based on the ideXlab platform.
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how does consumers perception of sports stars Personal Brand promote consumers Brand love a mediation model of global Brand equity
Journal of Retailing and Consumer Services, 2020Co-Authors: Fei Zhou, Qiulai Su, Yenchun Jim WuAbstract:Abstract Previous research on the sports marketing of global Brands has focused mainly on the sponsorship of sporting events and the endorsement of products by athletes. This study reveals the unexamined effect of the impact of sports stars' Personal Brand on global Brand equity and consumers' Brand love. Based on global consumer culture (GCC) theory and self-expansion theory, this paper examines the influence of sports celebrities' Personal Brand on consumers' perceptions of global Brand equity and Brand love. Using survey data from 372 users of “HUPU”, our results revealed that the use of sports stars' Personal Brand (attractiveness, expertise, and congruence) was positively related to global Brand equity and Brand love. Belief in global Brand citizenship has a full mediating effect between attractiveness and Brand love but a partial mediating effect between expertise, congruence and Brand love. Product quality partially mediates the relationship between expertise and Brand love. These findings suggest that it is appropriate to use sports stars' Personal Brand to build global Brand equity and increase consumers’ Brand love.
Fei Zhou - One of the best experts on this subject based on the ideXlab platform.
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how does consumers perception of sports stars Personal Brand promote consumers Brand love a mediation model of global Brand equity
Journal of Retailing and Consumer Services, 2020Co-Authors: Fei Zhou, Qiulai Su, Yenchun Jim WuAbstract:Abstract Previous research on the sports marketing of global Brands has focused mainly on the sponsorship of sporting events and the endorsement of products by athletes. This study reveals the unexamined effect of the impact of sports stars' Personal Brand on global Brand equity and consumers' Brand love. Based on global consumer culture (GCC) theory and self-expansion theory, this paper examines the influence of sports celebrities' Personal Brand on consumers' perceptions of global Brand equity and Brand love. Using survey data from 372 users of “HUPU”, our results revealed that the use of sports stars' Personal Brand (attractiveness, expertise, and congruence) was positively related to global Brand equity and Brand love. Belief in global Brand citizenship has a full mediating effect between attractiveness and Brand love but a partial mediating effect between expertise, congruence and Brand love. Product quality partially mediates the relationship between expertise and Brand love. These findings suggest that it is appropriate to use sports stars' Personal Brand to build global Brand equity and increase consumers’ Brand love.
Daniel P Gall - One of the best experts on this subject based on the ideXlab platform.
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librarian like a rock star using your Personal Brand to promote your services and reach distant users
Journal of Library Administration, 2010Co-Authors: Daniel P GallAbstract:ABSTRACT The business world has been using corporate Branding and relationship marketing to build customer loyalty and satisfaction. In recent decades, individuals have applied the tenets of Branding to themselves to create the idea of Personal Branding—marketing yourself as your own Brand. By thinking in terms of Personal Branding and relationship marketing, distance education librarians can more effectively reach out to remote students and build long term relationships that are beneficial to both students and librarians. This article originally published in Journal of Library Administration, Vol. 50, Issues 5–6, pages 628–637, 2010. doi:http://dx.doi.org/10.1080/01930826.2010.488928.
Talaya Waller - One of the best experts on this subject based on the ideXlab platform.
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What Is a Personal Brand
Management for Professionals, 2020Co-Authors: Talaya WallerAbstract:According to historian Yuval Harari, we are living in the 4th Industrial Revolution, in which individuals compete for resources in new ways (Harari 2015). Those who best know how to define themselves and promote their identity can better adapt and capitalize on economic opportunities. Harari emphasizes that the ability to improve emotional intelligence and Personality will become a more valuable skill-set than computer coding. Personal Brand management starts with a person’s identity. The concept of a Personal Brand identity is one that allows an individual to analyze and define themselves by using their unique Personalities, associations, and traits to construct an idealized self. A Personal Brand is the public-facing nexus of a person’s core identity, projected image, and value proposition. Only once a Brand identity has been established and recognized by the audience, can the Brand image be constructed and managed. Ultimately, a Personal Brand creates a sentiment of its image each time it is exposed to stakeholders. Therefore, Personal Branding is something that one must be aware of throughout their professional life cycle because it is a strong asset against industry competition.
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Personal Brand Reputation Management
Management for Professionals, 2020Co-Authors: Talaya WallerAbstract:A Personal Brand’s equity increases as it grows an audience and continues to offer positive experiences. However, public awareness of negative experiences can pose several possibilities of risk. Unlike a product or corporate Brand, Personal Brands are judged on more than the value that they offer. Consumers expect a Personal Brand to consistently be “on Brand” and a step out of character could cause a Brand crisis.
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Strategies for Managing Personal Brand Equity
Management for Professionals, 2020Co-Authors: Talaya WallerAbstract:Once a Brand has been established, it must be maintained like a business with the charisma of a person. People reach the pinnacle of their success when they are known outside of the circles in which they operate. Corporations are at the top of their game when they can find ways to continually grow. A Personal Brand is successful when it is able to achieve both As the future of Branding turns from marketing to investing, the worlds of people and businesses will merge like never before. Ultimately, the Brand is successful and sustainable when it lives outside of its origin of creation and has the potential to infinitely scale. As evidenced by the recent success of companies like Ruhnn Holdings, those who establish and manage Brands will have to treat Personal Brands as start-ups with big enterprise potential.
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The Monetization of Personal Brands
Management for Professionals, 2020Co-Authors: Talaya WallerAbstract:A Personal Brand stays relevant as long as it has an up-to-date marketing strategy. However, Personal Brands cannot be a successful and thriving entity without generating profits. Building a profitable Personal Brand is just not about followers and channels. Rather, it is related to the ability to convert Brand authority into profit. Digital technology advances have disrupted and enhanced means for Personal Brands to make revenue. As a Personal Brand continues building its platform, it can further monetize its Brand’s value proposition by endorsing other Brands through appearances and partnerships.
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Marketing Personal Brands
Management for Professionals, 2020Co-Authors: Talaya WallerAbstract:Marketing is the method by which a Brand increases its awareness with the goal of converting visibility into economic returns. The more consumers are aware of a Brand’s value, the more opportunities a Brand has to increase its value. This chapter is an overview of the various marketing activities that Personal Brands must use to deliver value and build relationships with their audience. Before a Personal Brand can be marketed it must use mediums, channels, and platforms to promote the Brand’s credibility and expertise.
Qiulai Su - One of the best experts on this subject based on the ideXlab platform.
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how does consumers perception of sports stars Personal Brand promote consumers Brand love a mediation model of global Brand equity
Journal of Retailing and Consumer Services, 2020Co-Authors: Fei Zhou, Qiulai Su, Yenchun Jim WuAbstract:Abstract Previous research on the sports marketing of global Brands has focused mainly on the sponsorship of sporting events and the endorsement of products by athletes. This study reveals the unexamined effect of the impact of sports stars' Personal Brand on global Brand equity and consumers' Brand love. Based on global consumer culture (GCC) theory and self-expansion theory, this paper examines the influence of sports celebrities' Personal Brand on consumers' perceptions of global Brand equity and Brand love. Using survey data from 372 users of “HUPU”, our results revealed that the use of sports stars' Personal Brand (attractiveness, expertise, and congruence) was positively related to global Brand equity and Brand love. Belief in global Brand citizenship has a full mediating effect between attractiveness and Brand love but a partial mediating effect between expertise, congruence and Brand love. Product quality partially mediates the relationship between expertise and Brand love. These findings suggest that it is appropriate to use sports stars' Personal Brand to build global Brand equity and increase consumers’ Brand love.