PERSONAL BRAND ORIENTATION: AN EXPLORATION OF ITS ANTECEDENTS AND CONSEQUENCES
Personal brand orientation has become a critical issue, enabling SMEs to gain a significant competitive advantage, particularly in markets where personalities influence followers’ actions on social media commerce. This study proposes and empirically validates a theoretically structured approach for...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | Spanish |
| Published: |
Universidad del Quindio
2021-12-01
|
| Series: | Revista de Investigaciones Universidad del Quindío |
| Subjects: | |
| Online Access: | https://ojs.uniquindio.edu.co/ojs/index.php/riuq/article/view/756 |