Concepts and Constructs for Personal Branding: An Exploratory Literature Review Approach

10 Pages Posted: 30 Jan 2012

See all articles by Anna Zarkada

Anna Zarkada

Athens University of Economics and Business - Department of Business Administration

Date Written: January 28, 2012

Abstract

Personal branding is a new marketing concept related to the marketing strategies that a person adopts in order to promote his or her major personal characteristics. Personal branding is heavily used by celebrities politicians, and people who look for social integration, support or uniqueness. The personal branding phenomenon is a relatively new phenomenon for western societies, lately studied by sociologists as well as marketers. As a new social phenomenon and marketing construct, the academic marketing literature examining it is still under-developed. The present paper aims to present a literature review of the popular press and academic marketing perspective and attempts to define the construct and set a research agenda to identify the variables of the personal branding construct.

Keywords: personal branding, literature review, branding

Suggested Citation

Zarkada, Anna, Concepts and Constructs for Personal Branding: An Exploratory Literature Review Approach (January 28, 2012). Available at SSRN: https://ssrn.com/abstract=1994522 or http://dx.doi.org/10.2139/ssrn.1994522

Anna Zarkada (Contact Author)

Athens University of Economics and Business - Department of Business Administration ( email )

Athens
Greece

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