Brand Personality Research Articles

THE IMPACT OF SOFT SKILLS ON THE DEVELOPMENT OF A TEACHER’S PERSONAL BRAND

The competition in the modern education system is growing every year. Nowadays, to gain confidence in the professional field, it is important for teachers to express themselves by developing their personal brand. We understand the teacher’s personal brand as the habit of being popular among colleagues and creating one’s own professional and personal identity. In recent decades, the issue of the necessity for teachers to possess flexible skills in order to perform their professional duties has become increasingly pertinent. The research article examines the role of soft skills in shaping a teacher’s personal brand, which has become a crucial aspect in contemporary professional settings. This study is based on theoretical frameworks of personal brand formation, complemented by practical observations and analysis of current demands placed on teachers. The authors posit that the identification of the structural components of soft skills, which are critical for the development of a teacher’s personal brand, will facilitate this process by considering the specific attributes of the phenomenon and the particularities of teachers’ professional activities. The article identifies and delineates the structural components of soft skills, including self-presentation, emotional intelligence, fairness, creativity, leadership. To validate the proposed hypothesis, a survey was conducted using the digital platform Google Forms. The survey consisted of two stages: at the first stage, we surveyed respondents who were not teachers; they were asked 8 questions; At the second stage, teachers were interviewed and asked 5 questions. The analysis of the results indicates that the development of the identified soft skills contributes to the formation of a positive image of the teacher and significantly influences the enhancement of professional status, as well as the quality and efficiency of the educational process.

Personal Brand Equity and Telepresence's Role in Tourism Electronic Commerce Live Streaming

ABSTRACTDespite the increasing popularity of e‐commerce live streaming (ECLS), research development in the hospitality and tourism field lags. Drawing on social impact theory, this study aims to investigate the effects of streamers' personal brand equity (strength) and the live‐streaming broadcasting environment (immediacy) on viewers' tourism product purchase intention. This research developed three experimental studies to examine the causal link between live‐streaming features (i.e., the interactive effect of streamers' personal brand equity and telepresence) and customer responses. The results showed that the interactions between different levels of personal brand equity and telepresence significantly impact positive outcomes related to tourists' behavior and decision‐making. This study contributed to the literature and practices by enhancing the understanding of ECLS as a newly emerging marketing tool in the tourism industry. The findings would encourage more hospitality and tourism companies to leverage ECLS as a new marketing campaign strategy.

Digital Twin-Based Alternate Ego Modeling and Simulation: Eva Herzigová as a 3D MetaHuman Avatar

Abstract Due to Dimension Studios and Unsigned Group, by likeness and movement digitization, the human supermodel Eva Herzigová’s highly realistic metahuman and 3D digital twin lead to perpetual career extension (e.g., on virtual runway shows by catwalk replication or in advertising campaigns by particular pose adoption), including in virtual worlds such as metaverse spaces, by use of extended reality technologies, in terms of virtual clothing, digital hair, skin texture, facial and body expressions, and makeup styling as avatar appearance and persona. In this paper, we show how, by likeness capturing (e.g., signature walk by motion capture shoot for face and body movement tracking) and virtual clothing, Eva Herzigová’s hyperreal 3D avatar (lifelike 3D digital human clone or realistic virtual human) is configured with subsequent restyled hair and make-up, 3D clothing modeling, and extended reality fashion shows on virtual catwalks or campaign shoots. We clarify that photographic reference materials and a sensor-based motion capture suit assisted Metahuman Creator in capturing facial and motion data for Eva Herzigová’s digital avatar, configuring realistic depiction and virtual activations of beauty standards, in addition to digital likeness, signature style, talent representation, and narrations, typifying digital human creation and presence in virtual worlds (e.g., for metaverse-based shoots). We conclude that Eva Herzigová’s hyperrealistic 3D digital human twin and MetaHuman avatar operate as a styled virtual alter ego and versatile personal brand extension by motion capture technologies for immersive virtual fashion shows, live video streams and broadcast, and digital wearable modeling.

Micro-meso-macro framework: a three-layered approach to understand brand pride

Purpose This study aims to develop a micro-meso-macro framework of brand pride to understand brand pride, its forms, characteristics and the interdependence of this construct, in a comprehensive manner. Design/methodology/approach Literature in brand pride has been systematically extracted, analysed and evaluated, to propose an integrated framework which presents a holistic view of brand pride. Findings At the micro level, brand pride is associated with owning individual level characteristics such as personality, culture, values, beliefs and motivation action and behaviour of the individual; at the meso level, brand pride is associated with characteristics at brand level, actions and behaviour such as brand personality, brand value and image. At the macro level, brand pride is associated with brand interactive characteristics, actions and behaviour, at a broader network of systems and environment such as brand responsible behaviour and brand’s adaptability in creating a robust network in uncertainty. Originality/value This paper identifies brand pride as a useful connecting point between brands and the surrounding environment, to achieve a more sustainable branding practice. Although previous researchers explored its effects on brand loyalty in various contexts, a comprehensive, holistic model for enhancing brand pride, suitable for application at various situations and various levels, was missing. This research fills this gap through a unique contribution by proposing a micro-meso-macro framework, which is a three-layered approach to brand pride.

Brand Personality and Loyalty as Drivers of Repurchase Intentions: Evidence from Pakistani Mobile Phone Users

The purpose of this study was to examine the influence of brand personality and brand loyalty on repurchase intention of Pakistani mobile phone users. The population for this study comprised master’s students at large public sector universities of Pakistan. Results of 318 responses indicate that sincerity, competence, ruggedness and sophistication significantly predicted brand loyalty, while the excitement dimension of brand personality failed to predict brand loyalty. It was also found that brand loyalty positively predicted the repurchase intentions among mobile phone users of Pakistan. The study also tested the moderating role of relative brand identification in the relationship between brand loyalty and brand repurchase intentions. By making overall significant contributions to the existing body of literature, the test of moderated regression analysis indicates the presence of a moderating role of relative brand identification. With remarkable contributions, this research presents valuable insights to marketers and stakeholders, helping them to understand brand personality, rebuild marketing strategies, boost brand loyalty, grasp relative brand identification, gain a competitive edge, make informed decisions and stay relevant in the market.

PERSONAL BRANDING: DIAGNOSTIC MODEL AND PROCESS FOR ENHANCING THE PERSONAL BRAND

The proposed research aims to explore the influence of self-knowledge on personal brand management, based on the Personal Branding Questionnaire adapted for Brazilian culture. The study aims to validate the hypothesis that there is a positive correlation between the understanding of values, beliefs and purposes and the development of an effective positioning, as the professional deepens their self-knowledge. The methodology included a systematic review of the literature and the cross-cultural adaptation of the questionnaire, taking into account the cultural differences between Brazil and Portugal, based on Meyer's 8-dimension Model (2015). After applying the questionnaire to 56 professionals from different areas and implementing a structured personal branding model, the questionnaire was reapplied to evaluate the impact of the process. The results showed an increase in the perception of the importance of personal branding after the intervention, confirming that self-knowledge is fundamental for the effective management of the personal brand. The study proposes the Personal Branding Step by Step model to facilitate the diagnosis and enhancement of the personal brand, suggesting future research focusing on neuroplasticity, emotional intelligence and behavioral profile to complement the model.

EXPRESS: Can a match between social media influencer’s accent and brand personality influence consumers’ brand attitudes? A stereotype theory and the construal level theory perspective

EXPRESS: Can a match between social media influencer’s accent and brand personality influence consumers’ brand attitudes? A stereotype theory and the construal level theory perspective

Current Issues of Assessing the Effectiveness of Formation and Use of an Entrepreneur's Personal Brand

The article discusses current issues of assessing the effectiveness of the formation and use of a personal brand, which are important for analyzing the influence of a personal brand as a factor in the development of entrepreneurship. The criteria for assessing efficiency are determined, the relationship between the components of social and economic entrepreneurial benefits and their mutual influence is revealed, the specifics of the costs associated with the provision of services for the formation and use of the entrepreneur’s personal brand are shown, and directions for their minimization are outlined. В статье рассматриваются актуальные вопросы оценки эффективности формирования и использования персонального бренда как фактора развития предпринимательства. Определены критерии оценки эффективности, выявлена взаимосвязь компонентов социальных и экономических предпринимательских выгод и их взаимное влияние, показана специфика затрат, связанных с оказанием услуг по формированию и использованию личного бренда предпринимателя, очерчены направления их минимизации.

Popularitas Sanggar Tari Svarga Art Dance sebagai Organisasi Seni Pertunjukan Tari di Kabupaten Bungo

This study aims to reveal and describe the popularity of the Svarga Art Dance Studio as a dance performance art organization in Bungo Regency. This type of research is qualitative research using a descriptive method. The instruments of this research are interviews, observations and documentation. The steps of analyzing data are data reduction, data presentation and data verification as well as conclusions. The results of the study show that the Svarga Art Dance Studio is very popular in Bungo Regency, this is evidenced by the achievements, as well as the many new dance creations that are only owned by the Svarga Art Dance Studio and become an attraction so as to increase the love of the people of Bungo Regency for dance arts. With the form of democratic management, the performance of the Svarga Art Dance Studio between branches 1 and 2 and its cooperation with UMMUBA UKM of the University of Muhammadiyah Bungo went well and was growing. This, supported by the marketing of the Svarga Art Dance dance studio which uses the Social Media Marketing system through the official Instagram and Tiktok accounts, is also supported by the personal branding owned by the owner of the studio, with this the Svarga Art Dance dance studio can achieve its popularity. The Svarga Art Dance Studio until now has many routines in its performance which are often used by agencies, governments and the general public both inside and outside Bungo Regency.

Pengaruh Penjualan Personal, Citra Merek, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk PT Kingled Indonesia Medan

PT. Kingled Indonesia is a company that holds the exclusive KINGLED brand, headquartered in Medan. It has been distributing its products throughout Indonesia since 2010. Kingled products have obtained ISO and SNI certifications. However, increasing competition has led to a decline in the company's sales, which is related to personal selling, brand image, and product quality. The population studied consists of all customers who made purchases from the company during 2022, totaling 779 stores. Because the population consists of 779 stores, the sample size was reduced using the Slovin sampling technique, with a confidence level of 90% and a margin of error of 10%, resulting in 87 samples. The research results show that personal selling has a positive and significant influence on purchasing decisions. Brand image also has a positive and significant influence on purchasing decisions. Product quality likewise has a positive and significant influence on purchasing decisions. Overall, personal selling, brand image, and product quality have a significant influence on purchasing decisions.

Pengaruh Pengalaman Pengguna Digital dan Personal Branding terhadap Minat Berwirausaha di E-Commerce pada Generasi Z

This research aims to analyze the influence of digital user experience, personal branding, and trust on Generation Z's interest in e-commerce entrepreneurship. This quantitative study distributed questionnaires to Generation Z respondents who are active in e-commerce in the metropolitan area of Solo. Multiple linear regression analysis was used with a sample size of 100 respondents. The research findings are expected to contribute theoretically and practically to understanding the factors influencing entrepreneurial interest in the digital era, especially among Generation Z. The research concludes that: (1) digital user experience has a positive influence on Generation Z's interest in e-commerce entrepreneurship; (2) personal branding has a positive influence on entrepreneurial interest in e-commerce among Generation Z; (3) digital user experience, personal branding, and trust have a simultaneous influence on entrepreneurial interest in e-commerce among Generation Z.

Logo Usage of Disc Golf Athletes on Instagram: The Prevalence of Athlete, Endorser, and Sponsor Brands

Previous research has examined how athletes present themselves on social media, and the role that athletes play in sponsorships and endorsements. The current investigation, though, evaluates how athletes present themselves, their personal brand, and the brands they work with by looking at logo usage specifically. A content analysis of 35 professional disc golf athletes’ Instagram accounts before and after the start of the 2023 season was performed. The 494 posts (n = 1,396) were categorized by the type of self-presentation, and the utilization of logos within the images. Results indicated that logo usage was largely the same between athletes in two different gender-based divisions, and that endorser, sponsor, and athlete logos were utilized more often when individuals presented themselves as an athlete. Additionally, endorser logos were most frequently utilized in athlete Instagram posts. Implications for niche sport athletes and their brands are discussed.

The Role of Social Media in Building Islamic Banking Consumer Engagement: Analysing the Impact of Brand Personality Traits and Brand Love

This study aims to shed light on the role of social media in building consumer engagement and examines the impact of Islamic brand personality traits on electronic word-of-mouth and brand trust in the context of social media engagement behaviour within Islamic online banking. To assess the proposed model a sample of 665 users was recruited. The results show that the brand personality traits of Islamic brands within the context of the Islamic banking sector have a positive impact on brand trust and electronic word of mouth when mediated by brand love. This study addresses this gap in research by examining the impact of Islamic brand personality traits and brand love on electronic word-of-mouth and brand trust in Palestine. These results underline the importance of considering the alignment of brand personality traits with Islamic principles in fostering engagement and trust towards the brand.

Comparative Analysis of the Personal Branding Process of Leading Hotel and Restaurant Businessmen in Vietnam

Vu Tuyet Hang has built her personal brand by shaping a professional and prestigious image in the field of tourism and accommodation services. Her strategy focuses on building a trusting and trustworthy relationship with customers, colleagues and the business community. Mr. Le Thanh Than has built his personal brand based on creating an image of a talented and dedicated businessman in developing the tourism and real estate industry. His strategy focuses on building strong partnerships and strategic alliances, while creating quality products and services to meet growing market demands. In summary, both of these Presidents are focused on building a trustworthy and reputable image in the tourism and hospitality industry, through creating specific brand development strategies and relationships. Relationships with customers, partners and the community. At the same time, they also pay special attention to community development and environmental protection to create an image of responsible and humane leaders.

The Impact of Market Place Persona Based Neuromarketing on Brand Identity and Consumer Attitude on SDG's

Objective: The objective of this study is to investigate the impact of persona-based neuromarketing on brand identity and consumer attitude in the digital marketplace, with the aim of understanding how neuromarketing principles can enhance consumer engagement and marketing effectiveness. Theoretical Framework: This topic is underpinned by several key concepts and theories. Häusel's Limbic Map, consumer behavior theories, and digital marketing frameworks provide a solid basis for understanding the context of the investigation. Method: The methodology adopted for this research comprises a quantitative approach using structural equation modelling with SmartPLS. Participants included 440 respondents, who were surveyed via Google Forms. The study analyzed variables such as Persona, User Interaction, Information Quality, Ease of Use, Visual Design, Entertainment Value, Customization, and Website Domain. Results and Discussion: The results obtained revealed that consumer perceptions of marketplace personas significantly impact their attitudes, with mediator variables playing a crucial role. The marketplace itself acts as a confounding variable, influencing the relationship between brand persona and consumer engagement. In the discussion, these results are contextualized in light of the theoretical framework, highlighting the importance of aligning branding strategies with target audience motivations. Research Implications: The practical and theoretical implications of this research are discussed, providing insights into how the results can be applied in the field of digital marketing. These implications could encompass e-commerce strategy development, brand management, and consumer engagement tactics. Originality/Value: This study contributes to the literature by applying innovative neuromarketing techniques to the digital marketplace context, offering new insights into consumer behavior. The relevance and value of this research are evidenced by its potential to enhance consumer loyalty and brand equity, aligning with SDG 8 and SDG 9.

Destination brand personality and its relationship with the choice criteria of the Lençóis Maranhenses National Park by brazilian tourists

Destination brand personality and its relationship with the choice criteria of the Lençóis Maranhenses National Park by brazilian tourists

Brand loyalty for mobile devices from the perspective of Vietnamese culture: antecedents and moderating effects of age

This study examines the correlations between brand personality, identity, perceived quality, and loyalty, as well as the moderating effect of age. The paper uses structural equation modeling and survey methodologies to present the findings. The data were collected from 228 Vietnamese respondents for the primary analysis. The research results show that brand personality, identification, and perceived quality positively affect brand loyalty. Age also negatively moderates the relationship between brand personality and brand loyalty, and positively moderates the relationship between perceived quality and brand loyalty; however, it does not moderate brand identification-loyalty connections. Additionally, brand loyalty is influenced by brand personality, identification, and perceived quality. Age moderates these relationships. The findings on the moderating effects of age are pioneering academically, especially in Vietnam. This study offers practical recommendations to address branding and marketing issues in business management. Based on moderating effects, managers and businesspeople can create marketing and branding campaigns that target the right age groups for each antecedent.

The Dark Triad of brand personality: Scale development and validation

AbstractDespite the considerable magnitude of negative brand personalities in the marketplace, prior research has disproportionately focused on positive personality traits. To address this research gap, the authors present a conceptual and empirical approach that draws from the Dark Triad of psychology and applies it to the branding domain. They conceptualize and validate the Dark Triad of brand personality which comprises brand narcissism, Machiavellianism, and psychopathy dimensions. Through a multiphase scale development process, a reliable and valid 12‐item brief version of the Dark Triad of brand personality is created, enabling its assessment in both research and management contexts. Examining the Dark Triad in branding is crucial as it provides a unique lens to understand the rise of negative, dark brand personalities. It accounts for brand personality aspects not yet captured by existing scales, including manipulation, exploitation, grandiosity, and lack of empathy. This introduction of the Dark Triad brand personality opens new avenues for research into brand transgressions and ethics in brand management. In terms of managerial implications, insights from this research can inform strategic brand management, enabling companies to better manage their brand's image.

PENGARUH BRAND PERSONALITY, BRAND AWARENESS DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN BUKU DI GRAMEDIA BENGKULU

The title of this research is The Influence of Brand Personality, Brand Awareness and Product Quality on Book Purchasing Decisions at Gramedia Bengkulu. This research is based on the importance of the right system and strategy in conveying messages to consumers through marketing media which usually uses one or a combination of marketing variables. Many factors can influence purchasing decisions, including brand personality, brand awareness and product quality. This research aims to determine the influence of Brand Personality, Brand Awareness, product quality on product purchasing decisions at the Gramedia Store, Bengkulu City. This type of research is a quantitative approach. The method used in this research is descriptive method. The population in this study were all consumers of the Gramedia Store, Bengkulu City, Bengkulu. This research used an incidental sampling technique with a sample of 150 respondents. The data collection techniques include interviews, observation, literature study, and questionnaires. Based on the results of research using multiple regression data analysis techniques, it was found that brand personality, brand awareness and product quality together show an influence on consumer purchasing decisions at Gramedia Bengkulu Keywords: Brand Personality, Brand Awareness, Product Quality, Purchase Decision

Traditional vs. AI-generated brand personalities: Impact on brand preference and purchase intention

This study evaluates how generative AI images align with consumer perceptions and impact consumer-brand relationships and purchase behavior. Using generative AI (ChatGPT 4 and DALL-E 3), images of luxury fashion brands were generated and assessed against established brand personalities. Findings show that AI-generated images effectively reflect brand personalities, significantly influencing consumer preferences and purchase intentions through self-brand connections. While traditional models have higher explanatory power, this research highlights the vital role of generative AI in marketing. The insights underscore AI's potential to shape consumer-brand dynamics, particularly among younger generations in the luxury market.