Abstract
Purpose Personal branding becomes a new in-demand skill for all professionals today. To be well-known helps to achieve success in the networked business environment. Personal relationships and a good reputation in the reality of network economy help young artists and art designers move up the career ladder. This paper aims to discuss a problem of artists who often find it difficult to define their artistic and self-distinction identities. The concept of personal brand and branding seems quite irrelevant, especially in reference to their own selves. People usually associate branding with marketing, which in our minds is usually the same as “pushy” and aggressive sales practices. Their find problematic to promote themselves. The purpose of this paper is to highlight that, based on existing theories, artistic identity creation in connection with the skill of personal branding is crucial for personal success in the profession of today’s young artists and art designers. Design/methodology/approach The study was conducted based on the data originally collected among artists, designers, architecture professionals and students. The data have been analyzed with the equal structural equation modeling method. Findings This paper presents empirical evidence that if artists view themselves as personal brands, it affects their personal performance in a positive way. Practical implications Authors claim that a teaching curriculum for young adult artists should include a personal branding program, to help them find and support their artistic identity and express their personal values and self-brand distinction, and leverage them to build their professional career. Originality/value This is one of the first studies to quantify the self-brand performance of young art designers as a benefit of being self-brand oriented.
Citations
-
3 2
CrossRef
-
0
Web of Science
-
3 5
Scopus
Authors (2)
Cite as
Full text
- Publication version
- Submitted Version
- License
- Copyright (Emerald Publishing Limited)
Keywords
Details
- Category:
- Articles
- Type:
- artykuł w czasopiśmie wyróżnionym w JCR
- Published in:
-
Journal of Product & Brand Management
no. 27,
edition 3,
pages 249 - 261,
ISSN: 1061-0421 - Language:
- English
- Publication year:
- 2018
- Bibliographic description:
- Kucharska W., Mikołajczak P.: Personal branding of artists and art-designers: necessity or desire?// Journal of Product & Brand Management. -Vol. 27, iss. 3 (2018), s.249-261
- DOI:
- Digital Object Identifier (open in new tab) 10.1108/jpbm-01-2017-1391
- Bibliography: test
-
- Aaker, J. L. (1996), Building strong brands, Free Press, New York. open in new tab
- Aaker, J. L. (1997), "Dimensions of brand personality". Journal of Marketing Research, Vol. 34, pp. 347-356. open in new tab
- Adler, N. J. (2006), "The Arts and Leadership: Now that we can do anything, what will we do?", Academy of Management Learning and Education, Vol. 5 No. 4, pp. 486-499. open in new tab
- Ajzen, I. (1991), "The theory of planned behaviour", Organizational behavior and human decision processes, Vol. 50 No.2, pp. 179-211. open in new tab
- Ajzen, I. (2002), "Constructing a TpB Questionnaire: Conceptual and Methodological Considerations", available at: http://chuang.epage.au.edu.tw/ezfiles/168/1168/attach/20/pta_41176_7688352_ 57138.pdf (accessed 10 January 2017).
- Alper, N. and Wassall, G. H. (2006), "'Artists' careers and their labor markets", In: Ginsburgh, V., Throsby, D. (Eds.), Handbook of the Economics of Art and Culture, Elsevier, Amsterdam, pp. 813- 861. open in new tab
- Ambler, T. (1997), "Do brands benefit consumers?", International Journal of Advertising, Vol. 16, pp. 167-198. open in new tab
- Ashforth, B. E. and Mael, F. (1989), "Social identity theory and the organization", Academy of Management Review, Vol. 14 No. 1, pp. 20-39. open in new tab
- Austin, R. D. and Devin, L. (2003), Artful making: What managers need to know about how artists work, Financial Times Prentice Hall, New Jersey.
- Babbie, E. R. (2013), The basics of social research, Cengage Learning. open in new tab
- Baumgarth, C. (2010), "Living the brand: brand orientation in the business-to-business sector", European Journal of Marketing, Vol. 44 No. 5, pp. 653-671. open in new tab
- Bearden, W. O. and Etzel, M. J. (1982), "Reference Group Influence on Product and Brand Purchase Decisions", Journal of Consumer Research, Vol.9 No. 2, pp. 183-194. open in new tab
- Belk, R. W. (2013), "Extended self in a digital world", Journal of Consumer Research, Vol. 40 No. 3, pp. 477-500. open in new tab
- Bhat, S. and Reddy, S.K. (1998), "Symbolic and functional positioning of brands", Journal of Consumer Marketing, Vol. 15 No. 1, pp. 32-43. open in new tab
- Blaine, B. and Crocker, J. (1993), Self-Esteem and Self-Serving Biases in Reactions to Positive and Negative Events: An Integrative Review, in Baumeister, R. (Eds), Self-esteem: The puzzle of low self- regard (pp. 55-85), Plenum Press, New York. open in new tab
- Bollen, K.A. (1989), "A new incremental fit index for general structural equation models", Sociological Methods and Research, Vol. 17 No. 3, pp. 303-316. open in new tab
- Brooks, A. K. and Anumudu, C. (2016), "Identity Development in Personal Branding Instruction Social Narratives and Online Brand Management in a Global Economy", Adult Learning, Vol. 27 No.1, pp. 23-29. open in new tab
- Chapman, R. G. (1993), "Brand performance comparatives", Journal of Product and Brand Management, Vol. 2 No. 1, pp. 42-50. open in new tab
- Chaudhuri, A. (2002), "How brand reputation affects the advertising-brand equity link", Journal of Advertising Research, Vol. 42 No. 3, pp. 33-43. open in new tab
- Chaudhuri, A. and Holbrook, M. B. (2001), "The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty", Journal of Marketing, Vol. 65 No. 2, pp. 81-93. open in new tab
- Clark, D. (2013), Reinventing you: Define your brand, imagine your future, Harvard Business Review Press.
- Clark, D. (2014), How to Promote Yourself Without Looking Like a Jerk, Harvard Business Review Press.
- Danielsson, M. and Bengtsson, H. (2016), "Global self-esteem and the processing of positive information about the self", Personality and Individual Differences, Vol. 99, pp. 325-330. open in new tab
- De Chernatony, L. (2001), "A Model for Strategically Building Brands", Brand Management, Vol. 9 No. 1, pp. 32-44. open in new tab
- Deamer, P. (2005), "Branding the architectural author", Perspecta, Vol. 37, pp. 42-49. open in new tab
- Dell'era, C. and Verganti, R. (2009), "The impact of international designers on firm innovation capability and consumer interest", International Journal of Operations & Production Management, Vol 29 No. 9, pp. 870-893. open in new tab
- Ding, Z., Ng, F. and Cai, Q. (2007), "Personal constructs affecting interpersonal trust and willingness to share knowledge between architects in project design teams", Construction Management and Economics, Vol. 25 No. 9, pp. 937-950. open in new tab
- Erikson, E. H. (1956), "The problem of ego identity", Journal of the American Psychoanalytic Association, Vol. 4, pp. 56-121. open in new tab
- Escalas, J.E. and Bettman, J.R. (2005), "Self-construal, reference groups, and brand meaning", Journal of Consumer Research, Vol. 32 No. 3, pp. 378-389. open in new tab
- Fadzline, P., Nor, N. M. and Mohamad, S. J. A. N. S. (2014), "The mediating effect of design innovation between brand distinctiveness and brand performance: evidence from furniture manufacturing firms in Malaysia". Procedia-Social and Behavioral Sciences, Vol. 130, pp. 333-339. open in new tab
- Florida, R. (2002), The Rise of the Creative Class, Basic Books, New York, NY.
- Fornell, C. and Larcker, D. F. (1981), "Structural equation models with unobservable variables and measurement error: Algebra and statistics", Journal of Marketing Research, Vol. 18 No. 3, pp. 382- 388. open in new tab
- Francis, G. (2001), Introduction to SPSS for Windows, Pearson Education Australia, Sydney.
- Giddens, A. (1991), Modernity and self-identity: Self and society in the late modern age, Stanford University Press, Stanford.
- Hair, J. F., Anderson, R. E., Babin, B. J., and Black, W. C. (2010), "Multivariate data analysis: A global perspective", Upper Saddle River, NJ: Pearson.
- Hatch, M. J. and Schultz, M. (2001), "Are the strategic stars aligned for your corporate brand", Harvard Business Review, Vol. 79 No. 2, pp. 128-134.
- Hunt S. D., Madhavaram S. (2014), "The service dominant logic of marketing: Theoretical foundations, pedagogy, and resource-advantage theory", in Lusch, R. F., Vargo, S. L. (Eds), The service-dominant logic of marketing: Dialog, debate, and directions, Routledge.
- Kaiser, H. F. (1974), "An index of factorial simplicity", Psychometrika, Vol.39 No.1, pp. 31-36. open in new tab
- Kang, K. (2013), Branding Pays, The Five-Step System to Reinvent Your Personal Brand, CA: Branding Pays Media, Palo Alto. open in new tab
- Karaduman, İ. (2013), "The effect of social media on personal branding efforts of top level executives", Procedia-Social and Behavioral Sciences, Vol. 99, pp. 465-473. open in new tab
- Khedher, M. (2014), "Personal branding phenomenon", International Journal of Information, Business and Management, Vol. 6 No.2, pp. 29-40. open in new tab
- Kim, C. K., Han, D. and Park, S. B. (2001), "The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification", Japanese Psychological Research, Vol.43 No.4, pp.195-206. open in new tab
- Kotler, P. and Keller, K. L. (2006), Marketing management (12th ed.), Upper Saddle River, NJ: Pearson/Prentice Hall.
- Kucharska, W. (2017), "Consumer Social Network Brand Identification and Personal Branding. How do social network users choose among brand sites?", Cogent Business & Management, Vol. 4 No.1, 1315879, DOI: 10.1080/23311975.2017.1315879. open in new tab
- Kucharska, W. and Dąbrowski, J. (2016), "Tacit Knowledge Sharing and Personal Branding: How to Derive Innovation From Project Teams?", in Bernadas, Ch. and Minchella, D. (Ed.), Proceedings of the 11th European Conference on Innovation and Entrepreneurship: ECIE 2016, pp. 435-443. open in new tab
- Kowalczyk, Ch. M. and Pounders, K. R. (2016), "Transforming celebrities through social media: the role of authenticity and emotional attachment", Journal of Product & Brand Management, Vol. 25 No.4, pp. 345-356, https://doi.org/10.1108/JPBM-09-2015-0969 open in new tab
- Labrecque, L.I., Markos, E. and Milne, G. R. (2011), "Online personal branding: processes, challenges, and implications", Journal of Interactive Marketing, Vol. 25 No. 1, pp. 37-50. open in new tab
- Lai, C. S., Chiu, C. J., Yang, C. F. and Pai, D. C. (2010), "The effects of corporate social responsibility on brand performance: The mediating effect of industrial brand equity and corporate reputation", Journal of Business Ethics, Vol. 95 No.3, pp. 457-469. open in new tab
- Lampel, J. and Bhalla, A. (2007), "The Role of Status Seeking in Online Communities: Giving the gift of Experience", Journal of Computer-Mediated Communication, Vol. 12 No.2, pp. 434-455. open in new tab
- Lee, J.W. and Cavanaugh, T. (2016), "Building your brand: The integration of infographic resume as student self-analysis tools and self-branding resources", Journal of Hospitality, Leisure, Sport &Tourism Education, Vol. 18, pp. 61-68. open in new tab
- Lena, J. C. and Lindemann, D. J. (2014), "Who is an artist? New data for an old question", Poetics, Vol. 43, pp. 70-85. open in new tab
- Markusen, A. (2006), "Urban development and the politics of a creative class: evidence from a study of artists", Environment and Planning A, Vol. 38 No 10, pp. 1921-1940. open in new tab
- Markusen, A. and Schrock, G. (2006), "The artistic dividend: urban artistic specialisation and economic development implications", Urban Studies, Vol. 43 No 10, pp. 1661-1686. open in new tab
- Markusen, A., Wassall, G. H., DeNatale, D. and Cohen, R. (2008), "Defining the creative economy: industry and occupational approaches", Economic Development Quarterly, Vol. 22 No. 1, pp. 24-45. open in new tab
- McAdams, D. P. (2008), Personal narratives and the life story, in John O. P., Robins R. W. and Pervin L. A. (Eds.), Handbook of personality: Theory and research (pp. 342-362), NY: Guilford Press ,New York.
- McAdams, D. P. (2013), The redemptive self: Stories Americans live by, NY: Oxford University Press, New York. open in new tab
- McCain, J. L., Borg, Z. G., Rothenberg, A. H., Churillo, K. M., Weiler, P., & Campbell, W. K. (2016), "Personality and selfies: Narcissism and the Dark Triad", Computers in Human Behavior, Vol. 64, pp. 126-133. open in new tab
- Miles, E. W. and Maurer, T. J. (2012), "Advancing validity of self-efficacy in negotiation through focusing at the domain level", Journal of Occupational and Organizational Psychology, Vol. 85 No. 1, pp. 23-41. open in new tab
- Montoya, P. and Vandehey, T. (2002), The brand called you. Personal Branding Press, Corona del Mar, CA. open in new tab
- Moore, K. and Reid, S. (2008), "The birth of brand: 4000 years of branding", Business History, Vol.50 No. 4, pp. 419-432. open in new tab
- Peters, T. (1997), "The brand called you", Fast Company, Vol. 10 No. 10, pp. 83. open in new tab
- Pounders, K., Kowalczyk, C. M. and Stowers, K. (2016), "Insight into the motivation of selfie postings: impression management and self-esteem", European Journal of Marketing, Vol. 50 No.9/10, pp. 1879 -1892. open in new tab
- Powell, W. (2003), "Neither market nor hierarchy", The sociology of organizations: classic, contemporary, and critical readings, Vol. 315, pp. 104-117.
- Reid, M. (2002), "Building strong brands through the management of integrated marketing communications", International Journal of Wine Marketing, Vol. 14 No. 3, pp. 37-52. open in new tab
- Rein, I., Kotler, P. and Shields, B. R. (2007), The elusive fan: Reinventing sports in a crowded marketplace, McGraw Hill Professional, New York.
- Robinson, J. P., Shaver, P. R. and Wrightsman, L. S. (1991), "Criteria for scale selection and evaluation", in Robinson, J. P., Shaver, P. R. and Wrightsman, L.S. (Eds), Measures of Personality and Social Psychological Attitudes, Academic Press, San Diego, CA. open in new tab
- Sandlin, J. A., Wright, R. R. and Clark, C. (2011), "Reexamining theories of adult learning and adult development through the lenses of public pedagogy", Adult Education Quarterly, Vol. 63 No.1, pp. 3- 23. open in new tab
- Sawhney, M. and Zabin, J. (2002), "Managing and measuring relational equity in the network economy", Journal of the Academy of Marketing Science, Vol. 30 No.4, pp. 313-332. open in new tab
- Schawbel, D. (2009), Me 2.0: Build a powerful brand to achieve career success, Kaplan Books, New York.
- Shepherd, I. D. (2005), "From cattle and coke to Charlie: Meeting the challenge of self marketing and personal branding", Journal of Marketing Management, Vol. 21 No.5-6, pp. 589-606. open in new tab
- Shmulyian, S., Bateman, B., Philpott, R. G. and Gulri, N. K. (2010), "Art or artist? An analysis of eight large-group methods for driving large-scale change", in Research in organizational change and development (pp. 183-231), Emerald Group Publishing Limited. open in new tab
- Shrauger, J. S. (1975), "Responses to evaluation as a function of initial self-perceptions", Psychological Bulletin, Vol. 82 No.4, pp. 581-596. open in new tab
- Sorokowska, A., Oleszkiewicz, A., Frackowiak, T., Pisanski, K., Chmiel, A. and Sorokowski, P. (2016), "Selfies and personality: Who posts self-portrait photographs?", Personality and Individual Differences, Vol. 90, pp. 119-123. open in new tab
- Song, X., Huang, F. and Li, X. (2017), "The effect of embarrassment on preferences for brand conspicuousness: The roles of self-esteem and self-brand connection", Journal of Consumer Psychology, Vol. 27 No.1, pp. 69-83. open in new tab
- Steiger, J. H. and Lind, J. C. (1980), "Statistically based tests for the number of common factors", Paper presented at The Annual Spring Meeting of the Psychometric Society, Iowa City, IA.
- Stokburger-Sauer, N., Ratneshwar, S. and Sen, S. (2012), "Drivers of consumer-brand identification", International Journal of Research in Marketing, Vol. 29 No.4, pp. 406-418. open in new tab
- Sung, Y. and Kim, J. (2010), "Effects of brand personality on brand trust and brand affect", Psychology and Marketing, Vol. 27, pp. 639-661. open in new tab
- Talwar, R. and Hancock, T. (2010), "The shape of jobs to come. Possible New Careers Emerging from Advances in Science and Technology (2010 -2030)", Fast Future Research, available at: http://fastfuture.com/wpcontent/uploads/2010/01/FastFuture_Shapeofjobstocome_FullReport1.pdf (accessed 2 April 2017). open in new tab
- Toffler, A. (1980), The third wave: The classic study of tomorrow, New York: Bantam Books.
- Urde, M. (1994), "Brand orientation-a strategy for survival", Journal of Consumer Marketing, Vol. 11 No. 3, pp. 18-32. open in new tab
- Urde, M. (1999), "Brand orientation: A mindset for building brands into strategic resources", Journal of Marketing Management, Vol. 15 No. 1-3, pp. 117-133. open in new tab
- Vallas, S. P. and Cummins, E. R. (2015), "Personal branding and identity norms in the popular business press: Enterprise culture in an age of precarity", Organization Studies, Vol. 36, pp. 293-319. open in new tab
- Vitberg, A. K. (2009), "Analog vs. digital personal branding-A new twist on personal marketing plans", CPA Practice Management Forum, Vol. 5, pp. 10-13.
- Vosloban, R. I. (2013), "Employee's personal branding as a competitive advantage-a managerial approach", International Journal of Management Science and Technology Information, Vol. 10, pp. 166-178.
- Wallace, E., Buil, I. and de Chernatony, L. (2014), "Consumer engagement with self-expressive brands: brand love and WOM outcomes", Journal of Product & Brand Management, Vol. 23 No.1, pp. 33-42. open in new tab
- Wheaton, D. E. (1977), Assessing reliability and stability in panel models. Sociological methodology, Jossey-Bass, San Francisco. open in new tab
- Wong, H. Y. and Merrilees, B. (2007), "Closing the marketing strategy to performance gap: the role of brand orientation", Journal of Strategic Marketing, Vol. 15 No. 4., pp. 387-402. open in new tab
- Wong, H. Y. and Merrilees, B. (2008), "The performance benefits of being brand-orientated", Journal of Product & Brand Management, Vol. 17 No. 6, pp. 372-383.
- Verified by:
- Gdańsk University of Technology
seen 218 times