?
Иллюзия в голове потребителя: личный бренд - фетиш или сказка.
С. 155–159.
The article raises questions of personal branding of the stars of show business and politics. The author addresses to brand management problem, considering it in the historical context against the background of new technological realities of the XXI century. It summarizes current practices and provides a list of practical recommendations for managers. This article was written based on the report, that took first prize at the conference of students, graduate students and young scientists "Brand Management in the XXI century"
Marina Zavertiaeva, de Cabo R. M., Gimeno R. et al., International Journal of Consumer Studies 2026 Vol. 50 No. 2 Article e70178
This study investigates how gendered facial cues shape the visibility of executives personal brands on LinkedIn. Building on signaling theory, we analyze 5575 public executive profiles, extract facial metrics through machine-learning landmark detection, and model direct and indirect pathways to digital visibility outcomes proxied by follower counts using negative binomial regressions and generalized structural equation ...
Added: February 27, 2026
Nefedieva E., Plakhotnik M. S., Qualitative Market Research 2026 Vol. 29 No. 2 P. 184–211
customer relations. Research has suggested that employees engage in personal branding to increase employability and promote career development. However, there is a lack of research providing evidence on what drives employees to create and develop their personal brands in the workplace. Drawing on impression management theory, this study investigates employee motivation for personal branding in ...
Added: February 14, 2026
Nefedeva E. V., В кн.: Психология XXI века — 2024: калейдоскоп открытий. Сборник тезисов участников XXVII Международной научно-практической конференции студентов, аспирантов и молодых ученых 10–12 апреля 2024 г.: СПб.: Скифия-принт, 2024. С. 523–524.
Текущие исследования в области личного брендинга сотрудников не предоставляют эмпирически подтвержденных выводов о мотивации сотрудников организаций создавать личные бренды. Данное исследование направлено на выявление драйверов развития личных брендов сотрудников. ...
Added: September 15, 2024
Salamova Z., Вестник РГГУ. Серия «Литературоведение. Языкознание. Культурология» 2021 № 9 С. 139–156
Social media has contributed to the spread of fashion, style or lifestyle blogging around the world. This study focuses on self-presentation strategies of Russian-speaking fashion bloggers. Its objects are [Social Network Site] accounts and YouTube channels of two Russian fashion bloggers: Alexander Rogov and Karina Nigay. The study also observes their appearances as guests in ...
Added: March 31, 2024
Н.Е. Петровская, Экономика устойчивого развития 2021 № 3(47) С. 188–192
Purpose: to consider the issue of personnel marketing transformation in the context of transit to a polyaggregate model of human vitality. Discussion: there is a systematic increase in the life expectancy of people, which leads to an increase in the duration of working life. Globalization has led to a shift from the “one job for ...
Added: September 29, 2022
Petrovskaya N., Экономика устойчивого развития 2021 № 1(45) С. 104–107
Purpose: to consider the application of personnel marketing for small businesses. Discussion: the article shows the role of small businesses in providing employment. In the context of large-scale structural and technological changes, it is small businesses have sufficient flexibility and the ability to keep people busy. At the same time, it is very important to ...
Added: September 28, 2022
Logunova O., Лебедев П. А., Мониторинг общественного мнения: Экономические и социальные перемены 2021 № 5 С. 12–31
This article is intended to update the topic of digital celebrity in the Russian scientific research field. The key task is to describe the evolution of the conceptual mindmap of the main theoretical directions - from the classical theories of R. Merton, P. Lazarsfeld to modern authors N. Couldry, J. Alexander, D. Marshall, K. Abidin. ...
Added: October 31, 2021
Колпинец Е. В., Теория моды: одежда, тело, культура 2020 Т. 56 С. 245–265
*Реализация соц. сети Instagram запрещена на территории России по основаниям осуществления экстремистской деятельности
Active management of an account in Instagram has become a public and extremely common practice of presentation of self in everyday life. Two basic practices in Instagram in recent years were authenticity performance and creating a personal brand. Visual "authentic" and "sincere" is ...
Added: November 29, 2020
Kartuzova M., Журнал исследований социальной политики 2022 Т. 20 № 1 С. 113–124
The aging of the working-age population continues. Notwithstanding employers prefer young employees then elder. As result, older people groups are actively pushed out of the labour market. In Russia where population is fast growing too there is the same situation. The people consider alternative labour strategies to survive and help their families, and chose self-employment as one of possible ...
Added: October 20, 2020
Salamova Z., Мониторинг общественного мнения: Экономические и социальные перемены 2019 № 1 С. 212–227
The popularity of digital content about make-up and self-care has been steadily growing during the recent years. Most of its producers and consumers are young people. The article analyzes three Russian YouTube-channels (“Arina Viscera”, “ND Beauty Channel” and “Gev Mua”) to study how their hosts construct their personal brands in the context of beauty content production. ...
Added: March 8, 2019
Belyakova N., Российская школа связей с общественностью 2017 № 9 С. 105–114
The article considers the phenomenon of personalization in marketing process and corresponding communications. It describes the ways of implementation of personal brand into corporate image and presents its algorithm. ...
Added: February 23, 2018
Sazhina A., Магсумова А. В., Маркетинг в России и за рубежом 2018 № 2 С. 38–49
The article presents a study aimed at investigating the degree of compliance of individual characteristics of a brand and individual characteristics of the owner of a brand on the example of the of beauty salon market. ...
Added: January 13, 2018
М.: МАКС Пресс, 2013.
Scientific articles digest is the result of working of the international scientific practicallyoriented conference for students, graduates, post-graduate students and young scientists “Brand Management in the XXI century” that was held in the School of Public Administration in Lomonosov Moscow State University on December 11, 2012. Digest refers to actual problems in brand management in ...
Added: October 31, 2016
Pirogova Y., Выщеревич Я. И., Реклама. Теория и практика 2013 № 5 С. 314–331
The article provides the analysis of strength and nature of emotional bonds between consumers and corporate, product and personal brands of different companies. Based on the survey of respondents involved in groups of brands in social network Vkontakte the authors consider the impact of each of three types of brands on emotional bonds with consumers ...
Added: November 6, 2013
Sviridova L. V., В кн.: Управление человеческими ресурсами: теория и практика. Материалы всероссийской научно – практической конференции.: Н. Новгород: РИО Нижегородский институт менеджмента и бизнеса, 2008. Гл. Раздел 3 С. 271–274.
В статье представлены технологии и методы формирования личного бренда руководителя и бренда организации. В основе лежат технологии Х. Рамперсада, показаны способы приведения в соответствие личного бренда с конкретной деятельностью руководителя , а так же принципы соответствия личного бренда руководителя с брендом организации ...
Added: December 15, 2012
Tulchinskii G. L., Журнал социологии и социальной антропологии 2011 Т. XIV № 5 С. 364–372
The article contains a review of the evolution of style and genres of mass literature as products of mass consumption. We identify two concurrent trends in the development of contemporary mass literature. First, there is a growing integration of the various genres of popular literature. Second, there is differentiation, accentuating a unique and original personality ...
Added: September 13, 2012