Branding Term Paper

Branding Term Paper-15
No commonly accepted academic definitions or theoretical models exist.As the voice of popular press on personal branding becomes increasingly pervasive, painting a consistent picture that standard work is obsolete, that self-fulfillment is a sine qua non of success, and that organizational and personal interests are diverging (Vallas and Cummins, 2015), science needs to step forward to corroborate or refute such allegations.

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Most of the articles in the topic search were related to the marketing studies of product branding, and, therefore, were excluded, as they were not relevant to the research topic of personal branding.

Similarly, we did not consider non-academic papers and patents.

More frequent career transitions require expanding and creating new networks of contacts, which, in turn, predicate more frequent personal rebranding activities (Schlosser et al., 2017).

With the technological advances bringing about the ease of communication across the Internet and numerous social media platforms, “careers have become personal brands that need to be managed in a virtual age” (Gioia et al., 2014).

With this literature review we aim to fill this gap.

We analyze 100 papers on personal branding published in journals representing various disciplines, with the purpose to, firstly, synthesize all definitions of personal branding stemming from different disciplines and fields of studies, and to propose a new definition that integrates multidisciplinary knowledge about the concept.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.When Peters (1997) wrote that everyone is a CEO of his or her own company, it must have been prescient to the labor market situation of today, where careers are boundaryless (psychological contract wanes) (Arthur et al., 2005), individuals are as good as their last gig (portfolio careers) (Cawsey, 1995), and “you are your own enterprise” (the need to be intelligent in career decisions) (Arthur et al., 2017).Although personal branding originated in the field of marketing (Lair et al., 2005), there are now more than a hundred published papers on the topic across a range of disciplines.Through our systematic literature review we identify the key attributes of the construct, establish its clarity by comparing it with similar concepts in its nomological network, and suggest the definitions of personal branding and personal brand based on the reviewed literature.Further, we propose a theoretical model of personal branding summarizing the findings from the reviewed papers.Among the key is a widespread shift of the responsibility for employees' careers from organizations to individuals (Arthur and Rousseau, 1996; Arthur, 2014; Greenhaus and Kossek, 2014).Indeed, business changes in traditionally stable sectors push thousands of lifetime workers out of jobs, e.g., because of the “greening” of the energy sector, or massive job cuts in the call centers, and because of the advances in artificial intelligence.Removing the duplicates across the topic and title search and studying the abstracts, 96 references were selected for full-text analysis.To ensure that any unindexed references are included, additional Boolean searches on the keywords “personal brand*” were carried out on EBSCO Business Source Complete restricting it by peer-reviewed publications only and on Google Scholar, returning 13 and 19 additional original references respectively; top 250 hits were manually reviewed in each search.


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