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In this chapter, we focus on three-time Emmy Award winner Faith Salie, who is a writer, performer, commentator, actor, and journalist. We illustrate Salie’s successful entrepreneurship with regard to her personal brand. Salie details the obstacles and challenges to her success, as well as how entrepreneurship is different when the brand you are promoting is your own. Four strategies for an entrepreneur whose personal brand is her marketplace product are described.

Amelia Ceja is the president and CEO of Ceja Vineyards. Amelia grew Ceja Vineyards from a fledgling company producing only 750 cases annually to a well-respected winery, with wines that were served at the inauguration of President Barack Obama and wines that are served at top restaurants all over the world, including the three-Michelin-star restaurant French Laundry. The chapter presents a comprehensive overview of how one woman with a strong vision for success, motivated by perseverance and hard work, used familia, mentorship, customer knowledge, and flexibility as her go-to-market keys to success.

The purpose of this paper is to present a theory of how corporations and brands can address the prevalence of fake news. A matrix is proposed to examine how the transparency of the motivation of the communicator disseminating fake news interacts with how well the content of the fake news coincides with a consumer’s previously held bias.

A dichotomy is presented examining the role of “Schemer’s Schema” transparency by confirmatory bias.

Consumers will react differently to fake news depending on their “schemer schema” and the source of the information, as well as the believability of the story based on already existing beliefs.

This paper provides readers with a strategy to address the prevalence and reality of fake news. The purpose of this paper is theoretical in nature. While this manuscript lays the foundation for future empirical studies, said studies have not been conducted. Further, given the ever-changing nature of fake news dissemination this manuscript provides a picture at a specific time and place.

This manuscript provides insights for brand managers who are forced to address fake news.

This manuscript provides marketers with a strategy to better address fake news for organizations and brand.

While the motivation for collecting art has received considerable attention in the literature, less is known about the characteristics of the typical art collector. This paper aims to explore these characteristics to develop a typology of art consumers using a mixed method approach over several studies.

This is achieved by analyzing qualitative data, gathered via semi-structured interviews of art collectors, and quantitatively by means of natural language processing analysis and automated text analysis and using correspondence analysis to analyze and present the results.

The study’s findings reveal four distinct clusters of art collectors based on their “Big Five” personality traits, as well as uncovering insights into how these types talk about their possessions.

In addition to contributing to the arts marketing literature, the findings provide a more nuanced understanding of consumers that managers can use for market segmentation and target marketing decisions in other markets. The paper also offers a methodological contribution to the literature on correspondence analysis by demonstrating the “doubling” procedure to deal with percentile data.

In addition to contributing to the arts marketing literature, the findings provide a more nuanced understanding of art collectors that managers can use for market segmentation and target marketing decisions. The paper also offers a methodological contribution to the literature on correspondence analysis by demonstrating a non-traditional application of correspondence analysis using the “doubling” procedure. Buyer behavior in the fine art market is not exhaustively studied. By understanding the personality traits of consumers in the art market, sales forces can better provide assistance and product to consumers. Further, understanding the personalities of consumers is better for art retail spaces to better serve consumers.

This paper demonstrates a unique mixed methods approach to analyzing unstructured qualitative data. It shows how text data can be used to identify measurable market segments for which targeted strategies can be developed.

The purpose of this paper is to present a theory of consumer and product orientation in the realm of political branding to illustrate how politicians can choose to position and present themselves to voters. It is evident that some politicians play an active role in shaping the beliefs and actions of their constituents, while others are more influenced by voter sentiment. The effectiveness of the political strategy is highly influenced by the market realities of the voting body in question.

A dichotomy is presented to shed light on how consumer and product orientation might influence the way in which politicians choose to address the public. Specifically, four modified strategic orientation archetypes are presented and analyzed with particular focus on political brands and strategy.

Product and consumer orientations have been shown to also be applicable to the strategic positioning of political brands. While it can be argued that no strategy is superior over another, careful consideration of the political environment in question and subsequent execution of an appropriate stance can be used to better manage the relationship between the electorate and politicians.

This study provides academics in this area with a comprehensive examination of strategic orientation literature in political contexts, and lays out a strong groundwork for future studies. In this burgeoning area of research, there are several opportunities for marketing and political strategy academics to dive deeper into the intricacies that drive politicians to adopt specific strategic orientations, and how these strategies evolve over time and in differing political environments.

This analysis suggests that there are opportunities for political strategists to explore the relationship between the identified strategic orientations and political brands, and for political marketing scholars to investigate the modes of focus presented.

This analysis provides better understanding of how politicians can influence voters and voters can influence political brands, and how the strategic orientation archetypes can be used to influence decisions about political strategy.

The purpose of this paper is to explore how consumers view sponsorship tattoos. This study specifically addresses three research questions: first, how consumers view the idea of sponsorship tattooing; second, how the brand of the tattoo alters acceptance of the tattoo; and third, how the placement on the body of the athlete affects acceptance of the tattoo.

To address these research questions, focus groups were conducted.

Findings highlighted three important themes related to tattoos, sponsorships and brand perceptions: meaning of the tattoo itself, meaning related to the brand and the tattoo and meaning related to the tattoo and athlete.

For practitioners, this research highlights the complexity between consumers’ interaction with brands through sponsorship tattoos, which is a complicated, multi-dimensional process during which meaning can be assigned to multiple facets of the sponsorship relationship.

For scholars, this research offers a glimpse into an emerging trend that ties together the multi-billion dollar sports and tattoo industries. In sum, this research identifies ways in which consumers interpret meaning related to the tattoo itself, the brand and the athlete based on placement, sport and brand perceptions.

The purpose of this paper is to analyze an integrated marketing model that includes operations in the real and virtual worlds.

The authors selected a marketing campaign conducted by a real world enterprise (Tourism Dublin) and examined the virtual world business (Virtual Dublin) model through that lens.

At the “slope of enlightenment” stage of the Gartner technology hype cycle, it is found that Second Life offers value for its business clients who understand the use of an immersive virtual experience as part of a strategic marketing program.

The paper shows that strategic use of a simulation that provides an immersive experience, such as the virtual exploration of a tourist destination, as part of an integrated marketing program can deliver tangible results and add value to a marketing campaign.

With a range of products and services that were previously inaccessible before purchase, consumers can “try before they buy” in a virtual environment such as Second Life.

To the authors’ knowledge, this is the first case study to examine the business model of a company operating in Second Life (a virtual world) that sells the value of an immersive customer experience as an important part of an integrated marketing communications program.

This paper aimed to explore the relationship between flexibility i-deals and employee attitudes. The authors developed theory and tested a non-linear model between i-deals and perceived organizational support (POS), and career satisfaction.

Hierarchical linear modeling using multisource data collected in a field study from 207 employees and 39 managers supported the hypotheses.

Consistent with the proposed non-linear model, low and high levels of flexibility i-deals were associated with high POS and career satisfaction. At moderate levels of i-deals, employee attitudes were lower.

Though non-linear relationships are unlikely to result from multi source common method data, the cross-sectional study design limits the authors from claiming causality between the variables of interest. This study is an important step towards elucidating the complex nature of relationship between flexibility i-deals and employee outcomes.

Organizations must heed the needs of employees who seek accommodations in their work schedule. However, organizations should be cognizant of the associated implications at different levels of flexibility granted.

I-deals partly satisfied employees' need for affiliation by strengthening their emotional bonds with the organization (i.e. POS). I-deals also enhanced employees' career satisfaction which is an important component of self-actualization. By meeting employees' higher order needs i-deals have the potential to create a workplace that provides overall wellbeing rather than just a living.

This is the first study to investigate non-linear relationships between flexibility i-deals and employee attitudes.

–The purpose of this paper is to investigate the inter-relationships among the closely related exchange-based constructs such as psychological contract (PC) breach, perceived organisational support (POS), and exchange ideology. The authors examine the effects of three-way interaction of them on employee performance.

This study theoretically builds on a personality trait-based interactionist model of performance (Tett and Burnett, 2003) and empirically tests the model using multi-source data collected from employee-manager dyads in a non-profit organisation. Hierarchical linear modelling was employed for analysis.

The results indicate a significant three-way interaction, such that, the negative relationship between PC breach and task performance is the strongest when employees with a high exchange ideology perceive low levels of POS.

These findings suggest that organisations should ensure employees feel supported and pay special attention to employees with a high exchange ideology to minimise the harmful consequences of PC breach

The study provides new theoretical insights to PC literature by integrating the interactionist approach, cognitive psychology, and exchange ideology research. It highlights the importance of simultaneously examining both a situational and an individual variable in predicting employee performance after PC breach