Old Practice, but Young Research Field: A Systematic Bibliographic Review of Personal Branding.

ABSTRACT: Before engaging with the already intensive and still increasing personal branding activities in many fields of practice, a scholarly approach would call for a more specific definition of the concept of personal branding processes and the resulting human brands. A multi-step analysis of the growing body of literature on personal branding is employed, integrating a framework that covers six key research streams of personal branding, (1) terminology and definition, (2) underlying theories, (3) classes and categories, (4) benefits, (5) antecedents, and (6) key ingredients and applications, complemented by challenges the domain of personal branding has to cope with. The analysis shows that personal branding is an interdisciplinary concern, which is still in its infancy and in which universally

SUBMITTER: Scheidt S 

PROVIDER: S-EPMC7433337 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature