Please use this identifier to cite or link to this item:
Title: Is Personal Branding pushing the epistemological boundaries of marketing?
Authors: Zarkada, Anna K. 
Major Field of Science: Social Sciences
Field Category: Economics and Business
Keywords: personal branding;discourse analysis;corporate branding theory;literature review;conceptual model;service-dominant logic
Issue Date: 2014
Source: Conference of the Department of Business Administration Research Seminar and Working Paper Series, 2014, Athens, Athens University of Economics and Business
Conference: Conference of the Department of Business Administration Research Seminar and Working Paper Series 
Abstract: Personal branding, a fast-growing body of popular literature, is so far ignored or scorned by academics. Utilising discourse analysis, this paper reviews definitions of personal branding, identifies the epistemological issues they raise and highlights the inconsistencies that point towards its interpretation as a frantic attempt by marketers to expand the market for their services. It re-defines the concept and positions it within the service-dominant logic of marketing and the corporate branding literature thus relieving the tensions caused by the productbased orientation of the extant literature. The value of the work lies in the positioning of personal branding as an analytical tool for understanding people as the common ground between theory and practice. It suggested that the time is ripe for marketing scholars to re-examine both themselves and the role of marketing as a tool for satisfying the emotional needs of people living in a world of flux.
Rights: Attribution-NonCommercial-NoDerivatives 4.0 International
Type: Conference Papers
Affiliation : Athens University of Economics and Business 
Appears in Collections:Δημοσιεύσεις σε συνέδρια /Conference papers or poster or presentation

CORE Recommender
Show full item record

Page view(s) 20

Last Week
Last month
checked on Nov 29, 2023

Google ScholarTM


This item is licensed under a Creative Commons License Creative Commons