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Consumer Social Network Brand Identification And Personal Branding. How Do Social Network Users Choose Among Brand Sites?

Author

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  • Wioleta Kucharska

    (Gdansk University of Technology, Gdansk, Poland)

Abstract

Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research is to fill the gap in understanding how users choose among social networking sites as an act of brand identification. Social network users, unlike it is in real life, do not need to own branded products to use their image. For this reason their identification with brands can bring interesting implications for those who study brand value creation. The study presents a new model whose structure of social network brand sites identification drivers varies for customer brand identification in the real and virtual worlds. The presented model reveals that personal branding is a planned effect of brand identification and is crucial for brand value creation in social networks.

Suggested Citation

  • Wioleta Kucharska, 2016. "Consumer Social Network Brand Identification And Personal Branding. How Do Social Network Users Choose Among Brand Sites?," GUT FME Working Paper Series A 39, Faculty of Management and Economics, Gdansk University of Technology.
    • Handle: RePEc:gdk:wpaper:39
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    File URL: https://cdn.files.pg.edu.pl/zie/Strona%20polska/Nauka/Publikacje/Working%20Papers/WP_GUTFME_A_39.pdf
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    References listed on IDEAS

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    More about this item

    Keywords

    CBI; social network; personal branding; brand loyalty;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Y1 - Miscellaneous Categories - - Data: Tables and Charts

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