... purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode Social media Branding Human brand Brand performance Impression management Personal branding When...

...A. Lynn Matthews; Sarah S.F. Luebke Purpose Moral transgressions committed by person-brands can negatively impact consumers through the transgression’s diagnosticity (severity, centrality and consistency). This paper aims to test how a transgression’s centrality and consistency impact important...

...Jenna Jacobson Purpose Social media management is an emerging profession that is growing as companies increasingly adopt social media. The purpose of this paper is to analyze social media managers’ personal branding. Design/methodology/approach In-depth qualitative data is drawn from 20 semi...

...Wioleta Kucharska; Piotr Mikołajczak Purpose Personal branding becomes a new in-demand skill for all professionals today. To be well-known helps to achieve success in the networked business environment. Personal relationships and a good reputation in the reality of network economy help young...

...Stefan Scheidt; Carsten Gelhard; Juliane Strotzer; Jörg Henseler Purpose While the branding of individuals has attracted increasing attention from practitioners in recent decades, understanding of personal branding still remains limited, especially with regard to the branding of celebrity CEOs...