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

Abstrakt

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.

Cytowania

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Autor (1)

Wioleta Kucharska dr hab. inż.

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Słowa kluczowe

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

Informacje szczegółowe

Kategoria:: Publikacja monograficzna
Typ:: rozdział, artykuł w książce - dziele zbiorowym /podręczniku w języku o zasięgu międzynarodowym
Tytuł wydania:: W : Corporate Social Responsibility in the Manufacturing and Services Sectors strony 19 - 34
Język:: angielski
Rok wydania:: 2018
Opis bibliograficzny:: 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:: Cyfrowy identyfikator dokumentu elektronicznego (otwiera się w nowej karcie) 10.1007/978-3-642-33851-9_2
Weryfikacja:: Politechnika Gdańska