Managing Person-brands in the Digital Age

Anna-Bertha Heeris Christensen; Antonia Erz; Sylvia von Wallpach

Managing Person-brands in the Digital Age

Anna-Bertha Heeris Christensen, Antonia Erz, Sylvia von Wallpach

Institut for Afsætningsøkonomi

Publikation: Konferencebidrag › Konferenceabstrakt til konference › Forskning

Abstract

The seminal work of Fournier and Eckhardt (2019), based on the historical case study of Martha Stewart, has significantly contributed to our comprehension of the intricate dynamics between the person and the brand, shedding light on how effective management strategies for person-brands need to prioritize the person and integrate risk strategies that encounter the uncertainty of humans.

Originalsprog	Engelsk
Publikationsdato	2024
Antal sider	4
Status	Udgivet - 2024
Begivenhed	Brand Camp 6 - Obergurgl, Østrig Varighed: 14 mar. 2024 → 16 mar. 2024 Konferencens nummer: 6 https://www.uibk.ac.at/en/smt/marketing/brandresearchlab2/events/brand-camp/

Konference

Konference	Brand Camp 6
Nummer	6
Land/Område	Østrig
By	Obergurgl
Periode	14/03/2024 → 16/03/2024
Internetadresse	https://www.uibk.ac.at/en/smt/marketing/brandresearchlab2/events/brand-camp/

Handle.net

Persistent link

Citationsformater

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title = "Managing Person-brands in the Digital Age",

abstract = "The seminal work of Fournier and Eckhardt (2019), based on the historical case study of Martha Stewart, has significantly contributed to our comprehension of the intricate dynamics between the person and the brand, shedding light on how effective management strategies for person-brands need to prioritize the person and integrate risk strategies that encounter the uncertainty of humans.",

author = "{Heeris Christensen}, Anna-Bertha and Antonia Erz and {von Wallpach}, Sylvia",

year = "2024",

language = "English",

note = "Brand Camp 6 ; Conference date: 14-03-2024 Through 16-03-2024",

url = "https://www.uibk.ac.at/en/smt/marketing/brandresearchlab2/events/brand-camp/",

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TY - ABST

T1 - Managing Person-brands in the Digital Age

AU - Heeris Christensen, Anna-Bertha

AU - Erz, Antonia

AU - von Wallpach, Sylvia

N1 - Conference code: 6

PY - 2024

Y1 - 2024

N2 - The seminal work of Fournier and Eckhardt (2019), based on the historical case study of Martha Stewart, has significantly contributed to our comprehension of the intricate dynamics between the person and the brand, shedding light on how effective management strategies for person-brands need to prioritize the person and integrate risk strategies that encounter the uncertainty of humans.

AB - The seminal work of Fournier and Eckhardt (2019), based on the historical case study of Martha Stewart, has significantly contributed to our comprehension of the intricate dynamics between the person and the brand, shedding light on how effective management strategies for person-brands need to prioritize the person and integrate risk strategies that encounter the uncertainty of humans.

M3 - Conference abstract for conference

T2 - Brand Camp 6

Y2 - 14 March 2024 through 16 March 2024

ER -