Personal branding in the knowledge economy the inter-relationship between corporate and employee brands
"Personal Branding in the Knowledge Economy: The Inter-relationship 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...
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
New York, New York :
Routledge
[2022]
|
| Colección: | Routledge Advances in Management and Business Studies
|
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009802139606719 |
Tabla de Contenidos:
- Intro
- Half Title
- Series Page
- Title Page
- Copyright Page
- Contents
- List of figures
- List of tables
- Glossary
- Introduction
- Part I
- 1. Why are knowledge workers unique?
- 1.1 Value in the network economy context
- 1.1.1 Network economy
- 1.1.2 Co-creation
- 1.1.3 Value
- 1.2 Professional skills: knowledge-related component of value creation
- 1.2.1 Knowledge
- 1.2.2 Tacit knowledge - personal asset
- 1.2.3 Knowledge workers
- 1.3 Social skills: social-related component of value creation
- 1.3.1 Social relations as a resource
- 1.3.2 Social co-creation and networks creating value
- 1.3.3 Value networks instead of hierarchies
- 1.3.4 Social presence in the reality and virtuality
- 1.3.5 Social media interactions
- 1.4 Environmental skills, environmental-related component of value creation
- Summary
- References
- Part II
- 2. Why should knowledge workers care about personal branding?
- 2.1 Personal brand concept
- 2.2 Personal branding as a process
- 2.2.1 Personal branding concept
- 2.2.2 Efficiency of personal branding
- Personal branding authenticity
- 2.2.3 Authenticity as a root of good relations
- 2.2.4 Authenticity as a source of personal brands meaning
- Personal branding consistency
- Networking
- 2.3 Personal brand knowledge
- 2.3.1 Personal brand image
- Personality
- Persona
- Labor market rules
- 2.3.2 Personal brands self-expression
- Visibility
- Experiences we create
- Trustworthy content
- 2.3.3 Again, authenticity and consistency
- 2.3.4 Self-expression at work
- 2.3.5 Self-expression after hours
- 2.3.6 Personal brands relations and interactions
- Social interactions
- Relationships
- 2.3.7 Non-commercial nature of human ties as reference of its authenticity
- Personal brands mediating power at work
- 2.3.8 Knowledge workers mediating power.
- 2.3.9 Personal brands mediating power after hours
- 2.3.10 Word-of-mouth naturally
- 2.3.11 Visibility
- 2.3.12 Recommendations
- 2.3.13 Personal brands distinctiveness
- Authentic strengths
- 2.3.14 Distinctiveness at work
- Spreading value
- Contextuality of value
- 2.3.15 Distinctiveness after hours
- 2.3.16 Personal brands utility
- Personalized value
- Shared value
- 2.3.17 Personalized shared value delivery at work
- 2.3.18 Personalized shared value after hours
- Personal branding and selling ideas
- 2.4 Personal brand equity and value
- 2.4.1 Personal brand awareness
- 2.4.2 Personal brand associations
- Perceived authenticity of personal brand
- Perceived warmth of personal brand
- Credibility
- 2.4.3 Personal brand assets
- Personal brand position in professional value network
- Personal brand position in social value network
- Personal brand reputation
- 2.4.4 Personal brand attitudes
- Personal brand trust
- Personal brand loyalty
- Personal brand love
- 2.5 Personal brand strategy frame
- Summary
- Note
- References
- Part III
- 3. Why do corporations need knowledge workers with strong personal brands?
- 3.1 Corporations in the networked economy reality
- 3.1.1 Corporate branding in the network economy reality
- 3.1.2 Corporate social responsibility
- 3.1.3 Authentic shared value should always be human long-run perspective oriented
- 3.2 Corporate brand equity and value
- 3.2.1 Corporate brand as an intangible asset
- 3.2.2 Brand equity and value as metrics
- 3.2.3 Corporate brand authenticity
- 3.3 Employer branding and brand equity
- 3.4 Employer-employee co-branding
- 3.4.1 Knowledge-based view on employer-employees co-branding
- 3.4.2 Relational-based view on employer-employees co-branding
- 3.4.3 Value-based view on employer-employees co-branding
- Summary
- Note
- References.
- Part IV
- 4. Empirical evidence
- 4.1 Sample
- 4.1.1 Data quality
- 4.2 Measures
- 4.3 Results
- 4.3.1 Model A
- 4.3.2 Model B
- 4.4 Limitations and further studies suggestions
- Summary
- References
- Appendixes
- Appendix 1 Scales, their sources, and reliabilities
- Appendix 2 Personal brand equity components cross-loadings analysis
- Appendix 3 Consistency in acting determines perceived personal brand authenticity. Process software output (Figure 2.2)
- References
- Index.
