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Pregled bibliografske jedinice broj: 968835

Importance of Image Attributes in Personal Branding


Krupka, Zoran
Importance of Image Attributes in Personal Branding // Vision 2020: Sustainable Economic Development and Application of Innovation Management from Regional expansion to Global Growth / Soliman, Khalid S. (ur.).
Seville, Spain: International Business Information Management Association, 2018. str. 1660-1668 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)


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Naslov
Importance of Image Attributes in Personal Branding

Autori
Krupka, Zoran

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Vision 2020: Sustainable Economic Development and Application of Innovation Management from Regional expansion to Global Growth / Soliman, Khalid S. - : International Business Information Management Association, 2018, 1660-1668

ISBN
978-0-9998551-1-9

Skup
32nd IBIMA Conference

Mjesto i datum
Seville, Spain, 15-16.11.2018

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Personal branding, image, soft and hard image attributes, sport industry

Sažetak
Personal brand is extremely important in whatever field person is active, from politics, science and business to show business or sport. It is reason why customers connect to, follow and like people with positive personal brand. The main purpose of this paper is to explore how image attributes influence personal brand and its brand equity. Also, this paper investigates which associations and image attributes contribute to the creation of hero prototype of a personal brand in the context of sport. Results, among others, show that soft image attributes have great importance for personal brand and its brand equity. However, hard image attributes should not be neglected, as results have shown that personal brand equity, at least in the context of sport, depends heavily on them.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija



POVEZANOST RADA


Ustanove
Ekonomski fakultet, Zagreb

Profili:

Avatar Url Zoran Krupka (autor)

Citiraj ovu publikaciju

Krupka, Zoran
Importance of Image Attributes in Personal Branding // Vision 2020: Sustainable Economic Development and Application of Innovation Management from Regional expansion to Global Growth / Soliman, Khalid S. (ur.).
Seville, Spain: International Business Information Management Association, 2018. str. 1660-1668 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
Krupka, Z. (2018) Importance of Image Attributes in Personal Branding. U: Soliman, K. (ur.)Vision 2020: Sustainable Economic Development and Application of Innovation Management from Regional expansion to Global Growth.
@article{article, author = {Krupka, Z.}, editor = {Soliman, K.}, year = {2018}, pages = {1660-1668}, keywords = {Personal branding, image, soft and hard image attributes, sport industry}, isbn = {978-0-9998551-1-9}, title = {Importance of Image Attributes in Personal Branding}, keyword = {Personal branding, image, soft and hard image attributes, sport industry}, publisher = {International Business Information Management Association}, publisherplace = {Seville, Spain} }