Decoding Personal Branding: Influence on Trust and Loyalty in a High-Value Business
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Abstract
This study aims to explore the strategies and influence of an entrepreneur's personal branding on building perceived credibility and customer loyalty within the context of a high-value business. This qualitative study employs an in-depth case study methodology focusing on "Matrix Koi Farm". Data was collected using data triangulation, including in-depth interviews, content analysis, and non-participant observation, and analyzed using thematic analysis. The main findings reveal that the entrepreneur's key personal branding strategies are positioning as an Educator to establish expertise and utilize Authenticity through radical transparency (e.g., proactively pointing out product flaws). These strategies serve as the primary risk-reduction mechanism, building "Perceived Trustworthiness”, which leads to strong Attitudinal Loyalty. This loyalty is then reinforced by a "Community" that creates high "Social Switching Costs. In conclusion, the entrepreneur's personal brand acts as the key mechanism for reducing risk and building trust, which is essential for high-value online transactions in niche markets.
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