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

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 b...

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Main Authors: Stefan Scheidt, Carsten Gelhard, Jörg Henseler
Format: Article
Language:English
Published: Frontiers Media S.A. 2020-08-01
Series:Frontiers in Psychology
Subjects:
Online Access:https://www.frontiersin.org/article/10.3389/fpsyg.2020.01809/full
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author Stefan Scheidt
Carsten Gelhard
Jörg Henseler
Jörg Henseler
author_facet Stefan Scheidt
Carsten Gelhard
Jörg Henseler
Jörg Henseler
author_sort Stefan Scheidt
collection DOAJ
description 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.
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spelling doaj.art-6c7ff70a407d4ed196ee929e4f4273342022-12-21T22:27:16ZengFrontiers Media S.A.Frontiers in Psychology1664-10782020-08-011110.3389/fpsyg.2020.01809559500Old Practice, but Young Research Field: A Systematic Bibliographic Review of Personal BrandingStefan Scheidt0Carsten Gelhard1Jörg Henseler2Jörg Henseler3Chair of Product-Market Relations, Department of Design, Production and Management, University of Twente, Enschede, NetherlandsChair of Product-Market Relations, Department of Design, Production and Management, University of Twente, Enschede, NetherlandsChair of Product-Market Relations, Department of Design, Production and Management, University of Twente, Enschede, NetherlandsNova Information Management School, Universidade Nova de Lisboa, Lisbon, PortugalBefore 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.https://www.frontiersin.org/article/10.3389/fpsyg.2020.01809/fullpersonal brandingpersonal brandhuman brandliterature reviewbibliographical analysis
spellingShingle Stefan Scheidt
Carsten Gelhard
Jörg Henseler
Jörg Henseler
Old Practice, but Young Research Field: A Systematic Bibliographic Review of Personal Branding
Frontiers in Psychology
personal branding
personal brand
human brand
literature review
bibliographical analysis
title Old Practice, but Young Research Field: A Systematic Bibliographic Review of Personal Branding
title_full Old Practice, but Young Research Field: A Systematic Bibliographic Review of Personal Branding
title_fullStr Old Practice, but Young Research Field: A Systematic Bibliographic Review of Personal Branding
title_full_unstemmed Old Practice, but Young Research Field: A Systematic Bibliographic Review of Personal Branding
title_short Old Practice, but Young Research Field: A Systematic Bibliographic Review of Personal Branding
title_sort old practice but young research field a systematic bibliographic review of personal branding
topic personal branding
personal brand
human brand
literature review
bibliographical analysis
url https://www.frontiersin.org/article/10.3389/fpsyg.2020.01809/full
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