TY - JOUR
T1 - Old Practice, but Young Research Field
T2 - A Systematic Bibliographic Review of Personal Branding
AU - Scheidt, Stefan
AU - Gelhard, Carsten
AU - Henseler, Jörg
N1 - Scheidt, S., Gelhard, C., & Henseler, J. (2020). Old Practice, but Young Research Field: A Systematic Bibliographic Review of Personal Branding. Frontiers in Psychology, 11, 1-18. [1809]. https://doi.org/10.3389/fpsyg.2020.01809
PY - 2020/8/11
Y1 - 2020/8/11
N2 - 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 valid personal branding frameworks or even theories cannot be identified yet. Personal branding appears as a source for new academic impulses, as it may sensitize scholars to opportunities for intensifying collaboration with practitioners and with other academic domains to enrich and disseminate knowledge in their fields.
AB - 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 valid personal branding frameworks or even theories cannot be identified yet. Personal branding appears as a source for new academic impulses, as it may sensitize scholars to opportunities for intensifying collaboration with practitioners and with other academic domains to enrich and disseminate knowledge in their fields.
KW - bibliographical analysis
KW - human brand
KW - literature review
KW - personal brand
KW - personal branding
UR - http://www.scopus.com/inward/record.url?scp=85089954329&partnerID=8YFLogxK
UR - https://www.frontiersin.org/articles/10.3389/fpsyg.2020.01809/full#supplementary-material
UR - http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcAuth=Alerting&SrcApp=Alerting&DestApp=WOS_CPL&DestLinkType=FullRecord&UT=WOS:000565329300001
U2 - 10.3389/fpsyg.2020.01809
DO - 10.3389/fpsyg.2020.01809
M3 - Review article
AN - SCOPUS:85089954329
VL - 11
SP - 1
EP - 18
JO - Frontiers in Psychology
JF - Frontiers in Psychology
SN - 1664-1078
M1 - 1809
ER -