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Personal Branding in the Knowledge Economy

Wioleta Kucharska
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A01=Wioleta Kucharska
academic branding research
Author_Wioleta Kucharska
Brand Authenticity
Brand Equity
Brand Equity Components
Category=KJS
CBE
CFA Model
corporate brand authenticity
corporate brand equity
Corporate Brand Performance
Corporate Brands
corporate social responsibility
CSR
CSR Practice
digital reputation
employee brand integration in corporations
Employee Brands
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Human Brands
Intellectual Capital
Knowledge Acquisition
knowledge workers
Network Economy
Networked Business Environment
OLS Regression
organizational identity
Personal Brand
personal brand authenticity
personal brand equity
personal brand loyalty
Personal Brand Strategy
personal brand trust
personal branding
Personal Branding Studies
social media influence
Strong Personal Brand
Tacit Knowledge Acquisition
Tacit Knowledge Sharing
value creation strategies
Vice Versa

Product details

  • ISBN 9781032013367
  • Weight: 403g
  • Dimensions: 152 x 229mm
  • Publication Date: 30 Aug 2022
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Hardback
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Description

Personal Branding in the Knowledge Economy: The Interrelationship between Corporate and Employee Brands aims to contribute to the academic debate about the marketization of individuals’ knowledge, creativity, and personal images, alongside a growing interest in the whole area of branding in the networked economy based on knowledge.

Personal branding and personal knowledge are critical assets of knowledge workers and key drivers of their development and innovative performance. Both strongly influence the individual success of knowledge workers in the networked and knowledge-driven economy. Personal brands are dynamically shifting from the side-lines to the center of the modern economy and the authenticity of the brands of personal ingredients for their ability to create value. They are one of the three key pillars of value creation in the social media environment, therefore significantly contribute to digital business models.

The book will be of interest to researchers, academics, professionals, and students in the fields of organizational branding, marketing, management, and communications.
About Wioleta Kucharska

Wioleta Kucharska is an Associate Professsor in the Management Department, Faculty of Management and Economics at the Gdańsk University of Technology (Fahrenheit Union of University), Gdańsk, Poland. Along with her scientific passion and achievements and twelve years of experience in branding, this book actively refers to personal branding practice on a solid theoretical basis.

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