Developing an authentic personal brand using impression management behaviours

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 and t...

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Veröffentlicht in:	Qualitative market research 2018-04, Vol.21 (2), p.166-181
Hauptverfasser:	Thompson-Whiteside, Helen, Turnbull, Sarah, Howe-Walsh, Liza
Format:	Artikel
Sprache:	eng
Schlagworte:	Audiences Authenticity Collaboration Entrepreneurs Entrepreneurship Females Marketing Personal brand Social networks Women owned businesses
Online-Zugang:	Volltext
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