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Private Entrepreneur Personal Branding: Brand Creation and Customer Brand Engagement
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2020 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this study is to investigate how self-employed entrepreneurs create and manage their brands and how the entrepreneurs engage customers to their brands in online and offline contexts. Furthermore, the viewpoints of entrepreneurs towards branding will be explored

To answer the research question, a qualitative, multiple case study was conducted. The primary data was collected by semi-structured interviews and the secondary data was obtained by studying the entrepreneur´s social media behaviour.

This study found that entrepreneurs build their brands by utilizing their own personalities and characteristics. The brands created have loyal following and the customers are positively engaged. The engagement process itself is due to the relationships built between the company and the customers. Even if the brands are effective, there is not much strategic elements to them but are rather very organic.

Place, publisher, year, edition, pages
2020.
Keywords [en]
Private Branding, Customer Engagement, Brand Engagement, Entrepreneur Branding, Private Entrepreneurs
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:mdh:diva-48471OAI: oai:DiVA.org:mdh-48471DiVA, id: diva2:1437557
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2020-06-17 Created: 2020-06-09 Last updated: 2020-06-17Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf