2018
DOI: 10.3389/fpsyg.2018.02238
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Abstract: Personal branding has become an important concept in management literature in recent years. Yet, with more than 100 scholarly papers published on the concept to date, it has developed into a fragmented area of research with a diversity of definitions and conceptual boundaries. This paper posits that this heterogeneity of extant research impedes theoretical and empirical advancement. To strengthen the foundation for future work, we review the extant literature and offer an integrative model of personal branding… Show more

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Cited by 72 publications
(82 citation statements)
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References 117 publications
(221 reference statements)
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“…As a concept, personal branding comes from the marketing literature (Lair et al, 2005;Shepherd, 2005). Although it is still considered to be a new concept, there are already more than 100 papers published on the topic of personal branding in the organizational behavior literature, as evidenced by a recent literature review by Gorbatov et al (2018). Yet, due to the paucity of quantitative empirical studies on personal branding, none of this research gives a clear answer to the question of what the antecedents and outcomes of personal branding are in the career context.…”
Section: Introductionmentioning
confidence: 99%
“…As a concept, personal branding comes from the marketing literature (Lair et al, 2005;Shepherd, 2005). Although it is still considered to be a new concept, there are already more than 100 papers published on the topic of personal branding in the organizational behavior literature, as evidenced by a recent literature review by Gorbatov et al (2018). Yet, due to the paucity of quantitative empirical studies on personal branding, none of this research gives a clear answer to the question of what the antecedents and outcomes of personal branding are in the career context.…”
Section: Introductionmentioning
confidence: 99%
“…Thus, our study augments understanding the characteristics of the digital environment where individuals are enabled to develop their online image (Barak and Grohol, 2011). However, in earlier literature scholars have just focussed on personal branding (Gorbatov et al, 2018) and explained how the online image is created (Yue, 2016). These studies have mentioned that personal branding is related with the digital footprints and the visibility of the individual in the online space (Theron, 2015).…”
Section: Discussionmentioning
confidence: 75%
“…Since the overall focus of this is in the digital space, we consider personal branding in the context of online activities. In order to maximise the personal value and visibility of the consumer in the digital space, it is important to recognise purpose, which refers to the clarity and distinction required at a functional and personal level as to the purpose of a personal branding exercise (Gorbatov et al, 2018). Subsequent to establishing purpose, it is also necessary to develop and consistently follow up a singular vision, which can be summarised as what one may represent at a personal or professional level.…”
Section: Surrogate Branding: Personal Branding and Online Imagementioning
confidence: 99%
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