Personal Branding—A New Competency in the Era of the Network Economy. Corporate Brand Performance Implications

Wioleta Kucharska

doi:10.1007/978-3-642-33851-9_2

Personal Branding—A New Competency in the Era of the Network Economy. Corporate Brand Performance Implications

Abstract

Primary assets of the network economy are information, network, re-lationships, knowledge, and a virtual environment. The competency of personal branding exercised by knowledge workers, also thought of as knowledge producers, is becoming a natural consequence of the business environment where the significance of hierarchies is constantly decreasing. Knowledge workers are powerful as never be-fore and can exist as separate actors within a business network. In consequence, personal brands’ reputation of professionals and the reputation of companies they work for become closely related. Bear-ing in mind the CSR context, the objective of this study is to exam-ine the influence of corporate brand’s and personal brand’s reputa-tion on corporate brand performance to discover the power of com-mon influence. To achieve this goal, using the equal structural mod-elling method, the author analysed 209 cases of Polish employees working for knowledge-intensive services (KIS). The findings sug-gest that in order to achieve better business results a company brand and a professional brand should support one another with the mutual respect of company and employee values which are embedded in corporate social responsibility approach.

Citations

3

CrossRef
0

Web of Science
0

Scopus

Author (1)

Wioleta Kucharska dr hab. inż.

Cite as

Full text

full text is not available in portal

full content of the article see on external site open in new tab

Keywords

PERSONAL BRAND, EMPLOYER BRANDING, CORPORATE BRAND PERFORMANCE, CORPORATE BRAND REPUTATION, CORPORATE SOCIAL RESPONSIBILITY (CSR), KNOWLEDGE-INTENSIVE SERVICES (KIS)

Details

Category:: Monographic publication
Type:: rozdział, artykuł w książce - dziele zbiorowym /podręczniku w języku o zasięgu międzynarodowym
Title of issue:: W : Corporate Social Responsibility in the Manufacturing and Services Sectors strony 19 - 34
Language:: English
Publication year:: 2018
Bibliographic description:: Kucharska W.: Personal Branding—A New Competency in the Era of the Network Economy. Corporate Brand Performance Implications// Corporate Social Responsibility in the Manufacturing and Services Sectors/ ed. Golinska-Dawson, Paulina, Spychala, Malgorzata (Eds.) Heidelberg: Springer, 2018, s.19-34
DOI:: Digital Object Identifier (open in new tab) 10.1007/978-3-642-33851-9_2
Verified by:: Gdańsk University of Technology