Branding Term Paper

Branding Term Paper-70
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.

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.

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These papers contribute to the growing body of literature that aims to define personal branding, explain how it works, and to conceptualize it in relation to various input and output variables.

Yet, this body of literature is diverse and disconnected, without any attempt so far to bring scholarly efforts together toward a more integrated understanding.

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.

After analyzing the full texts of the articles, 44 references were excluded for the following reasons: (a) for lacking academic rigor albeit published in peer-reviewed journals (N = 16), (b) for lacking relevance to the topic of the study (N = 14), and (c) for being in a language that the researcher did not know (N = 10), and for the inability to find full text articles (N = 4).

A manual search in the reference lists of the selected articled resulted in 16 additional references added to the list. As a result, this current review is based on the analysis of full text of 100 academic publications. Each article was subsequently analyzed in depth with the results coded under the corresponding category titles, main ones being definition, theory, model, methods, population, inputs, processes, outputs, study design, primary social media, future research recommendations.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.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.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.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).(2015), followed by the “snowballing” technique (Greenhalgh and Peacock, 2005).An initial search by topic and title on Web of Science™ on April 1, 2018 returned 1183 results from all databases after applying the following restrictions: TOPIC OR TITLE: (personal brand*), Refined by: Research Domains: (Social Sciences OR Arts Humanities) AND Document Types: (Article OR Review) AND Research Areas: (Business Economics OR Psychology OR Communication OR Social Sciences Other Topics OR Sociology), Timespan: All years, Search language = Auto.

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