Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/173335
Authors: 
Kucharska, Wioleta
Year of Publication: 
2016
Series/Report no.: 
GUT FME Working Paper Series A 9/2016(39)
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.
Subjects: 
CBI
social network
personal branding
brand loyalty
JEL: 
M30
M31
Y1
Creative Commons License: 
https://creativecommons.org/licenses/by-nc-nd/3.0/deed.pl
Document Type: 
Working Paper
Social Media Mentions:

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