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 (IBIMA), 2018, 1660-1668

ISBN
978-0-9998551-1-9

Skup
32nd International Business Information Management Association Conference (32nd IBIMA)

Mjesto i datum
Sevilla, Španjolska, 15.11.2018. - 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