PL EN
 
Numer specjalny 5/2023 vol. 54
Stats
CC BY-SA 3.0
Get citation
Personal brand - tool or culmination of professional development?
Agnieszka Walczak-Skałecka 1
 
 
 
More details
Hide details
1
Lublin University of Technology
 
 
Submission date: 2023-11-29
 
 
Acceptance date: 2023-12-01
 
 
Publication date: 2023-12-18
 
 
Corresponding author
Agnieszka Walczak-Skałecka   

Lublin University of Technology
 
 
JoMS 2023;54(Numer specjalny 5):147-162
DOI: https://doi.org/10.13166/jms/176178
 
 
Article (PDF)
References (46)
 
KEYWORDS
personal brand
professional development
self-management
personal development management
professional development management
 
TOPICS
Mangement science
 
ABSTRACT
Objectives:
Personal branding, which is often considered a personal promotion tool, is such a capacious concept that the promotional aspect alone does not seem to capture the complexity of the practices that lead to a strong personal brand. Undoubtedly, a personal brand influences how an individual shapes his or her career. However, a personal brand is more than reputation or professional reputation management. It also seems to be far more than communicating competence to potential employers, colleagues, business partners or clients. This study examines the concept of personal brand from the perspective of professional development management.

Material and methods:
An appropriate review of the literature was conducted to identify the common ground of the above areas, and data obtained from a survey of self-narratives of individuals who have built strong personal brands in their specialties was analyzed. The interviews were conducted from January to March 2020.

Results:
These analyses showed that there are many common areas in the process of building a personal brand and managing professional development.

Conclusions:
This provides a basis for a more complete personal branding process, which may also prove to be more effective.

 
REFERENCES (46)
1.
Bauman, Z. (2006). Płynna nowoczesność (T. Kunz, tłum.). Wydawnictwo Literackie.
Google Scholar
 
 
2.
Brewster, M. L., i Sklar, M. (2022). ‘Brand, community, lifestyle’: Fashioning an authentic, body positive influencer brand on Instagram. W Fashion, Style iamp, Popular Culture (T. 9, Numer 4: Merchandising Technologies, s. 501–521). Intellect. https://doi.org/10.1386/fspc_0....
CrossRef
 
Google Scholar
 
 
3.
Butler, P., i Harris, P. (2009). Considerations on the evolution of political marketing theory. Marketing Theory, 9(2), 149–164. https://doi.org/10.1177/147059....
CrossRef
 
Google Scholar
 
 
4.
Cocker, H. L., Banister, E. N., i Piacentini, M. G. (2015). Producing and consuming celebrity identity myths: Unpacking the classed identities of Cheryl Cole and Katie Price. Journal of Marketing Management, 31(5–6), 502–524. https://doi.org/10.1080/026725....
CrossRef
 
Google Scholar
 
 
5.
Czarnecki, K. (1985). Rozwój zawodowy człowieka. IWZZ.
Google Scholar
 
 
6.
Czarnecki, K. M. (2001). Podstawy psychologii pracy dla studentów wyższych szkół zawodowych. Oficyna Wydawnicza Impuls.
Google Scholar
 
 
7.
Drucker, P. F. (2009). Zarządzanie w XXI wieku. Wyzwania (Opracowanie zbiorowe, tłum.). MT Biznes.
Google Scholar
 
 
8.
Gander, M. (2014). Managing your personal brand. Perspectives: Policy and Practice in Higher Education, 18(3), 99–102. https://doi.org/10.1080/136031....
CrossRef
 
Google Scholar
 
 
9.
Gandini, A. (2016). Digital work: Self-branding and social capital in the freelance knowledge economy. Marketing Theory, 16(1), 123–141. https://doi.org/10.1177/147059....
CrossRef
 
Google Scholar
 
 
10.
González-Solar, L. (2018). Marca personal en entornos académicos. Anales de Documentación, 21(2), 1–15. https://doi.org/10.6018/anales....
CrossRef
 
Google Scholar
 
 
11.
Gorbatov, S., Khapova, S. N., i Lysova, E. I. (2018). Personal Branding: Interdisciplinary Systematic Review and Research Agenda. Frontiers in Psychology, 9(2238). https://doi.org/10.3389/fpsyg.....
CrossRef
 
Google Scholar
 
 
12.
Gorbatov, S., Oostrom, J. K., i Khapova, S. N. (2023). Work does not speak for itself: Examining the incremental validity of personal branding in predicting knowledge workers’ employability. European Journal of Work and Organizational Psychology, 1–14. https://doi.org/10.1080/135943....
CrossRef
 
Google Scholar
 
 
13.
Górska, A., i Mazurek, G. (2021). The effect of the CEO media coverage on corporate brand equity: Evidence from Poland. Oeconomia Copernicana, 12(2), 499–523. https://doi.org/10.24136/oc.20....
CrossRef
 
Google Scholar
 
 
14.
Grabmeier, S. (2020, lipiec 28). BANI versus VUCA: a new acronym to describe the world. https://stephangrabmeier.de. https://stephangrabmeier.de/ba....
Google Scholar
 
 
15.
Gut, R., Piegowska, M., i Wójcik, B. (2008). Zarządzanie sobą. Książka o działaniu, myśleniu i odczuwaniu. Difin.
Google Scholar
 
 
16.
Januszkiewicz, K. (2011). Współczesne perspektywy rozwoju zawodowego w naukach społecznych. Acta Universitatis Nicolai Copernici Ekonomia, 42(1), 169–182. https://doi.org/10.12775/AUNC_....
CrossRef
 
Google Scholar
 
 
17.
Ki, C.-W. (Chloe), Cuevas, L. M., Chong, S. M., i Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133. https://doi.org/10.1016/j.jret....
CrossRef
 
Google Scholar
 
 
18.
Kowalczyk, C. M., i Pounders, K. R. (2016). Transforming celebrities through social media: The role of authenticity and emotional attachment. Journal of Product i Brand Management, 25(4), 345–356. https://doi.org/10.1108/JPBM-0....
CrossRef
 
Google Scholar
 
 
19.
Kucharska, W., i Mikołajczak, P. (2018). Personal branding of artists and art-designers: Necessity or desire? Journal of Product i Brand Management, 27(3), 249–261. https://doi.org/10.1108/JPBM-0....
CrossRef
 
Google Scholar
 
 
20.
Kucharska, Wioleta. (2022). Personal branding in the knowledge economy: The interrelationship between corporate and employee brands (First published.). Routledge Taylor and Francis Group.
Google Scholar
 
 
21.
Levesque, N., i Pons, F. (2020). The Human Brand: A systematic literature review and research agenda. Journal of Customer Behaviour, 19(2), 143–174. https://doi.org/10.1362/147539....
CrossRef
 
Google Scholar
 
 
22.
Lunardo, R., Gergaud, O., i Livat, F. (2015). Celebrities as human brands: An investigation of the effects of personality and time on celebrities’ appeal. Journal of Marketing Management, 31(5–6), 685–712. https://doi.org/10.1080/026725....
CrossRef
 
Google Scholar
 
 
23.
Malinowska-Parzydło, J. (2015). Jesteś marką. Jak odnieść sukces i pozostać sobą. Helion.
Google Scholar
 
 
24.
Mieszajkina, E. (2018). Zarządzanie przedsiębiorcze w małych firmach. Wydawnictwo Politechniki Lubelskiej.
Google Scholar
 
 
25.
Mills, S., Patterson, A., i Quinn, L. (2015). Fabricating celebrity brands via scandalous narrative: Crafting, capering and commodifying the comedian, Russell Brand. Journal of Marketing Management, 31(5–6), 599–615. https://doi.org/10.1080/026725....
CrossRef
 
Google Scholar
 
 
26.
Mobilność zawodowa Polaków w 2023 roku. (2023). ARC Rynek i Opinia na zlecenie pracuj.pl. https://media.pracuj.pl/240043....
Google Scholar
 
 
27.
Moulard, J. G., Garrity, C. P., i Rice, D. H. (2015). What Makes a Human Brand Authentic? Identifying the Antecedents of Celebrity Authenticity: ANTECEDENTS OF CELEBRITY AUTHENTICITY. Psychology i Marketing, 32(2), 173–186. https://doi.org/10.1002/mar.20....
CrossRef
 
Google Scholar
 
 
28.
Muszyńska, W. (2021). Personal branding of managers in service companies. E-Mentor, 92(5), 53–60. https://doi.org/10.15219/em92.....
CrossRef
 
Google Scholar
 
 
29.
Nanton, N., i Dicks, J. W. (2015). Purpose and power of the CEO brand. W M. Fetscherin (Red.), CEO Branding: Theory and Practice (s. 21–29). Routledge.
Google Scholar
 
 
30.
Nowak, M. (2023). Zarządzanie marką osobistą autora literatury kryminalnej w mediach społecznościowych. Studium przypadku Remigiusza Mroza [Praca magisterska]. Uniwersytet Jagielloński w Krakowie.
Google Scholar
 
 
31.
Otnes, C. C., i Maclaran, P. (2018). Royalty: Marketplace icons. Consumption Markets i Culture, 21(1), 65–75. https://doi.org/10.1080/102538....
CrossRef
 
Google Scholar
 
 
32.
Parmentier, M.-A., i Fischer, E. (2012). How athletes build their brands. International Journal of Sport Management and Marketing, 11(1/2), 106. https://doi.org/10.1504/IJSMM.....
CrossRef
 
Google Scholar
 
 
33.
Pawłowska, A. (2017). Zatrudnialność pracobiorcy w elastycznym zarządzaniu ludźmi. Polskie Wydawnictwo Ekonomiczne.
Google Scholar
 
 
34.
Personal Branding w Polsce 2019. (2019). Premium Consulting. https://www.slideshare.net/Mar....
Google Scholar
 
 
35.
Peters, T. (1997). The brand called You. Fast Company, August/September. https://www.fastcompany.com/28....
Google Scholar
 
 
36.
Philbrick, J. L., i Cleveland, A. D. (2015). Personal Branding: Building Your Pathway to Professional Success. Medical Reference Services Quarterly, 34(2), 181–189. https://doi.org/10.1080/027638....
CrossRef
 
Google Scholar
 
 
37.
Rampersad, H. K. (2010). Ty—Marka inna niż wszystkie (M. Witkowska, tłum.). Helion.
Google Scholar
 
 
38.
Scheidt, S., Gelhard, C., Henseler, J. (2020). Old Practice, but Young Research Field: A Systematic Bibliographic Review of Personal Branding. Frontiers in Psychology, 11(1809), 1–18. https://doi.org/10.3389/fpsyg.....
CrossRef
 
Google Scholar
 
 
39.
Shyle, I. (2022). Personal Branding of Professors in Social Media: A Choice or a Necessity in Our days? W J. Kaswengi i A. Ingarao (Red.), Springer Proceedings in Business and Economics (WOS:000787145900010, s. 207–220). SPRINGER INTERNATIONAL PUBLISHING AG. https://doi.org/10.1007/978-3-....
CrossRef
 
Google Scholar
 
 
40.
Thomson, M. (2006). Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to Celebrities. Journal of Marketing, 70(3), 104–119. https://doi.org/10.1509/jmkg.7....
CrossRef
 
Google Scholar
 
 
41.
Walczak-Skałecka, A. (2022). Koncepcja marki osobistej w świetle wybranych teorii tożsamości narracyjnej [Rozprawa doktorska, Uniwersytet Marii Curie – Skłodowskiej]. http://bc.umcs.pl/dlibra/publi....
Google Scholar
 
 
42.
Walczak-Skałecka, A. (2023). Marka osobista jako przejaw aktywności przedsiębiorczej. w: E. Mieszajkina i M. Sobka (red.), Aktywność przedsiębiorcza w perspektywie indywidualnej i organizacyjnej. Wydawnictwo Politechniki Lubelskiej.
Google Scholar
 
 
43.
Wiatrowski, Z. (2009). Dorastanie, dorosłość i starość człowieka w kontekście działalności i kariery zawodowej. Wydawnictwo Naukowe Instytutu Technologii Eksploatacji – Państwowego Instytutu Badawczego.
Google Scholar
 
 
44.
Wiśniewska, S. (2015). Zatrudnialność – pojęcie, wymiary, determinanty. Kwartalnik Ekonomistów i Menedżerów, 35(1), 11–24. https://doi.org/10.5604/01.300....
CrossRef
 
Google Scholar
 
 
45.
Wojtaszczyk, K., i Maszewski, F. (2014). Różnorodność metod zarządzania marką osobistą. Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, 1(349), 454–462. https://doi.org/10.15611/pn.20....
CrossRef
 
Google Scholar
 
 
46.
Wołk, Z. (2007). Całożyciowe poradnictwo zawodowe. Oficyna Wydawnicza UZ.
Google Scholar
 
 
Share
Send by email
RELATED ARTICLE
Lifelong learning starts in pre-school - a British approach
Networks of learning and cooperating of teachers as a model of professional development of adults
Professional development on the aspect of learning from experience
Indexes
 
Keywords index
Topics index
Authors index
eISSN:2391-789X
ISSN:1734-2031
Journals System - logo
© 2006-2024 Journal hosting platform by Bentus
Scroll to top