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. 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. The proposed model outlines the trends conducive to personal branding, as well as its drivers, processes, and outcomes. Finally, we discuss ethical implications of personal branding for both scholarly work and practice. In conclusion, we outline a further research agenda for studying personal branding as a critical career and organizational behavior activity in contemporary working environment.
| Language | English |
|---|---|
| Article number | 2238 |
| Pages | 1-17 |
| Number of pages | 17 |
| Journal | Frontiers in Psychology |
| Volume | 9 |
| Issue number | November |
| DOIs | |
| Publication status | Published - 21 Nov 2018 |
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Keywords
- Career
- Personal brand
- Personal branding
- Self-marketing
- Self-presentation
Cite this
}
Personal branding : Interdisciplinary systematic review and research agenda. / Gorbatov, Sergey; Khapova, Svetlana N.; Lysova, Evgenia I.
In: Frontiers in Psychology, Vol. 9, No. November, 2238, 21.11.2018, p. 1-17.Research output: Contribution to Journal › Review article › Academic › peer-review
TY - JOUR
T1 - Personal branding
T2 - Frontiers in Psychology
AU - Gorbatov, Sergey
AU - Khapova, Svetlana N.
AU - Lysova, Evgenia I.
PY - 2018/11/21
Y1 - 2018/11/21
N2 - 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. 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. The proposed model outlines the trends conducive to personal branding, as well as its drivers, processes, and outcomes. Finally, we discuss ethical implications of personal branding for both scholarly work and practice. In conclusion, we outline a further research agenda for studying personal branding as a critical career and organizational behavior activity in contemporary working environment.
AB - 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. 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. The proposed model outlines the trends conducive to personal branding, as well as its drivers, processes, and outcomes. Finally, we discuss ethical implications of personal branding for both scholarly work and practice. In conclusion, we outline a further research agenda for studying personal branding as a critical career and organizational behavior activity in contemporary working environment.
KW - Career
KW - Personal brand
KW - Personal branding
KW - Self-marketing
KW - Self-presentation
UR - http://www.scopus.com/inward/record.url?scp=85056991961&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85056991961&partnerID=8YFLogxK
U2 - 10.3389/fpsyg.2018.02238
DO - 10.3389/fpsyg.2018.02238
M3 - Review article
VL - 9
SP - 1
EP - 17
JO - Frontiers in Psychology
JF - Frontiers in Psychology
SN - 1664-1078
IS - November
M1 - 2238
ER -