Proceedings of the 2024 3rd International Conference on Humanities, Wisdom Education and Service Management (HWESM 2024)

<Previous Article In Volume
Next Article In Volume>

The Impact of Entrepreneurial Personal Branding on Consumer Purchasing Behavior- Take Jack Ma for example

Authors
Lan Yang1, *, Chaiyawit Muangmee1, Nusanee Meekaewkunchorn1
1Faculty of Management Sciences, Bansomdejchaopraya Rajabhat University, Bangkok, Thailand
*Corresponding author. Email: yangbla@126.com
Corresponding Author
Lan Yang
Available Online 28 May 2024.
DOI
10.2991/978-2-38476-253-8_23How to use a DOI?
Keywords
Entrepreneur’s personal brand; Consumer purchasing behavior; Jack Ma; Alibaba
Abstract

In the contemporary digital age, the cultivation of an individual’s entrepreneurial personal brand holds significant sway over enterprise brand establishment. This article takes Jack Ma’s personal brand as a representative, based on the technology acceptance model, with consumer perception, consumer attitude, and consumer cognition as three independent variables, personal brand as the intermediate variable, and consumer purchasing behavior as the dependent variable, and proposes corresponding hypotheses. The research results indicate that consumer perception, consumer attitude, and consumer cognition of personal brands have a positive impact. Personal brands have a positive impact on consumer purchasing behavior. The article concludes with a summary of entrepreneurial personal branding and provides some useful suggestions for the construction and management of entrepreneurial personal branding.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 2024 3rd International Conference on Humanities, Wisdom Education and Service Management (HWESM 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
28 May 2024
ISBN
978-2-38476-253-8
ISSN
2352-5398
DOI
10.2991/978-2-38476-253-8_23How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Lan Yang
AU  - Chaiyawit Muangmee
AU  - Nusanee Meekaewkunchorn
PY  - 2024
DA  - 2024/05/28
TI  - The Impact of Entrepreneurial Personal Branding on Consumer Purchasing Behavior- Take Jack Ma for example
BT  - Proceedings of the 2024 3rd International Conference on Humanities, Wisdom Education and Service Management (HWESM 2024)
PB  - Atlantis Press
SP  - 188
EP  - 195
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-253-8_23
DO  - 10.2991/978-2-38476-253-8_23
ID  - Yang2024
ER  -