Thompson-Whiteside, Helen; Turnbull, Sarah; Howe-Walsh, Liza - In: Qualitative Market Research: An International Journal 21 (2018) 2, pp. 166-181
Purpose: The purpose of this paper is to provide insight into how female entrepreneurs develop and communicate an authentic personal brand. The authors examine the entrepreneurial marketing (EM) activities undertaken by female entrepreneurs and identify the impression management (IM) behaviours...