Personal Branding—A New Competency in the Era of the Network Economy. Corporate Brand Performance Implications

2018 ◽  
pp. 19-34 ◽  
Author(s):  
Wioleta Kucharska
Keyword(s):  
Brand Performance ◽  
Network Economy ◽  
Corporate Brand ◽  
Personal Branding

scholarly journals Employee Commitment Matters for CSR Practice, Reputation and Corporate Brand Performance—European Model

2020 ◽  
Vol 12 (3) ◽  
pp. 940 ◽  
Author(s):  
Wioleta Kucharska
Keyword(s):  
Social Responsibility ◽  
Employee Commitment ◽  
Brand Commitment ◽  
Brand Performance ◽  
Corporate Brand ◽  
Internal Branding ◽  
Brand Reputation ◽  
The People ◽  
Corporate Social Responsibility Practice ◽  
High Level

So far, there have been no studies that explore how employee brand commitment moderates CSR practice outcomes. Employee brand commitment is often claimed as a focal input and output of the CSR. So, it means that it shapes CSR conditions. Then, it is a moderator. This study aims to verify it. Besides, commitment exists in many forms and can be achieved in many ways. Hence the question, if employees are committed to the brand, then how does it affect the outcomes of social responsibility practices such as corporate reputation or brand performance? This study analyzed a sample of 282 cases from the construction industry in Europe, using SPSS Amos and the PROCESS macro, to reveal the strong alignment of an excellent level of all three: CSR practice, corporate brand reputation, employee brand commitment. Still, it also shows that the high level of CSR practice may leverage corporate brand reputation even though employees are not brand committed. It exposes how meaningful the excellent level of CSR practice is. Moreover, the study also reveals that the lack of employee brand commitment may jeopardize reputation. So, the simplest way to achieve sustainability of brand performance is to keep employee brand commitment and CSR practice at the highest possible level to secure corporate brand reputation, which is a strong mediator between CSR practice and brand performance. The people are the company. So, in light of the study findings, it is clear that the future of corporate brands is in employees’ hands. Thus, companies should focus on improving employee commitment to achieve better corporate social responsibility practice outcomes. Moreover, the findings in this study present evidence supporting the importance of internal branding. This is the first study that has explored how employee brand commitment moderates CSR outcomes in a national context.

Personal branding of artists and art-designers: necessity or desire?

2018 ◽  
Vol 27 (3) ◽  
pp. 249-261 ◽  
Author(s):  
Wioleta Kucharska ◽  
Piotr Mikołajczak
Keyword(s):  
Structural Equation ◽  
Business Environment ◽  
Equation Modeling ◽  
Artistic Identity ◽  
Brand Performance ◽  
Content Type ◽  
Identity Creation ◽  
Professional Career ◽  
Personal Branding ◽  
Personal Performance

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 artists and art designers move up the career ladder. This paper aims to discuss a problem of artists who often find it difficult to define their artistic and self-distinction identities. The concept of personal brand and branding seems quite irrelevant, especially in reference to their own selves. People usually associate branding with marketing, which in our minds is usually the same as “pushy” and aggressive sales practices. Their find problematic to promote themselves. The purpose of this paper is to highlight that, based on existing theories, artistic identity creation in connection with the skill of personal branding is crucial for personal success in the profession of today’s young artists and art designers. Design/methodology/approach The study was conducted based on the data originally collected among artists, designers, architecture professionals and students. The data have been analyzed with the equal structural equation modeling method. Findings This paper presents empirical evidence that if artists view themselves as personal brands, it affects their personal performance in a positive way. Practical implications Authors claim that a teaching curriculum for young adult artists should include a personal branding program, to help them find and support their artistic identity and express their personal values and self-brand distinction, and leverage them to build their professional career. Originality/value This is one of the first studies to quantify the self-brand performance of young art designers as a benefit of being self-brand oriented.

Customer-Based Corporate Brand Equity (CBCBE) In Business-to-Business Firms

2014 ◽  
pp. 73-90
Author(s):  
Prashant Mishra ◽  
Soumya Sarkar
Keyword(s):  
Emerging Markets ◽  
Market Orientation ◽  
Brand Equity ◽  
Strategic Marketing ◽  
Dyadic Analysis ◽  
Brand Performance ◽  
Corporate Brand ◽  
Corporate Brands ◽  
The Relationship ◽  
Business To Business

Performance of corporate brands is turning out to be a very significant metric in gauging the degree of firm performance. In a B2B setting, corporate brands are of larger importance and greater relevance. From a strategic marketing perspective, this chapter looks at market orientation as a crucial antecedent to corporate brand performance, which is measured through a new construct: Customer-Based Corporate Brand Equity (CBCBE). In the backdrop of Indian B2B firms, a dyadic analysis is performed to eke out the relationship in order to fill the spaces glaring in this domain of marketing literature. The presence of innovativeness as a strategic marketing mediator positively influences this association between market orientation and corporate brand performance focusing on the individualities of emerging markets.

Does CSR disclosure enhance corporate brand performance in emerging economy? Evidence from India

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Soumya Sarkar ◽  
Manali Chatterjee ◽  
Titas Bhattacharjee
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Annual Reports ◽  
Brand Performance ◽  
Corporate Brand ◽  
Content Type ◽  
Csr Reporting ◽  
Csr Disclosure ◽  
Corporate Social ◽  
The Impact

Purpose This study aims to delve into the influence of corporate social responsibility on the corporate brand performance of Indian business-to-business (B2B) companies. Design/methodology/approach The corporate social responsibility (CSR) practices have been measured through CSR disclosure index (CDI), generated by surveying annual reports/CSR reports/websites of 131 Indian B2B firms. The same was mapped to corporate brand performance of these firms, measured as customer-based corporate brand equity, which was measured through a questionnaire-survey of purchasing managers and users working in firms that are customers to the above-mentioned firms. Findings The result reveals the positive influence of CSR practices in shoring up corporate brand performance. Research limitations/implications CDI has been developed based on CSR reporting across the stakeholder groups. However, the impact has been mapped onto one stakeholder category, the customer. The sample period was only one year, and the data is cross-sectional. Future studies may investigate the long-term effect of CSR using longitudinal data on larger data sets. Practical implications This study will encourage Indian B2B firms to practice CSR not only for conforming to the regulatory requirements but also as a strategic tool in strengthening the competitive advantage. Originality/value It is the first study of its kind to evaluate the imprint of corporate social responsibility, measured based on CSR reporting by firms, on corporate brand performance. It looks into the return earned by firms from the resources invested in CSR activities.

Customer-Based Corporate Brand Equity (CBCBE) in Business-to-Business Firms

2015 ◽  
pp. 1729-1746
Author(s):  
Prashant Mishra ◽  
Soumya Sarkar
Keyword(s):  
Emerging Markets ◽  
Market Orientation ◽  
Brand Equity ◽  
Strategic Marketing ◽  
Dyadic Analysis ◽  
Brand Performance ◽  
Corporate Brand ◽  
Corporate Brands ◽  
The Relationship ◽  
Business To Business

Performance of corporate brands is turning out to be a very significant metric in gauging the degree of firm performance. In a B2B setting, corporate brands are of larger importance and greater relevance. From a strategic marketing perspective, this chapter looks at market orientation as a crucial antecedent to corporate brand performance, which is measured through a new construct: Customer-Based Corporate Brand Equity (CBCBE). In the backdrop of Indian B2B firms, a dyadic analysis is performed to eke out the relationship in order to fill the spaces glaring in this domain of marketing literature. The presence of innovativeness as a strategic marketing mediator positively influences this association between market orientation and corporate brand performance focusing on the individualities of emerging markets.

Corporate branding and corporate brand performance

2001 ◽  
Vol 35 (3/4) ◽  
pp. 441-456 ◽  
Author(s):  
Fiona Harris ◽  
Leslie de Chernatony
Keyword(s):  
Corporate Branding ◽  
Management Approach ◽  
Brand Performance ◽  
Key Factors ◽  
Corporate Brand ◽  
Brand Building ◽  
Building Process

Corporate branding necessitates a different management approach. It requires greater emphasis on factors internal to the organisation, paying greater attention to the role of employees in the brand building process. This paper explores the implications of corporate branding for the management of internal brand resources. We describe a model for managing brands through narrowing the gap between a brand’s identity and its reputation and, building on this, identify three key factors that affect brand perceptions and brand performance. Finally, we review some of the mechanisms that may be used to facilitate greater congruence of brand perceptions within the brand team and communication of a brand’s identity to employees.

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