engleski

Importance of Image Attributes in Personal Branding

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.

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

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