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Social information in Facebook news feed ads : effects of personal relevance and brand familiarity

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Personal brand creation in the digital age : theory, research and practice

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Personal Brand Creation in the Digital Age : Theory, Research and Practice

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Presenting a scientific exploration of personal branding and digital communication, this ground-breaking book aims to fill a gap between theory and practice. Describing how social media can increase brand profiles online, it explains basic terms before investigating the cultural context for...

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Exploring positively- versus negatively-valenced brand engagement : a conceptual model

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Consumer socialization process for the highly connected customers : the use of Instagram to gain product knowledge

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Brand advertising in an access-ownership world : how marketing channels impact message persuasiveness

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The role of attachment in building consumer-brand relationships : an empirical investigation in the utilitarian consumption context

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