Personal Branding in the Knowledge Economy The Interrelationship between Corporate and Employee Brands

Cover
Half Title
Series Page
Title Page
Copyright Page
Contents
List of figures
List of tables
Glossary
Introduction
Part I
1. Why are knowledge workers unique?
	1.1 Value in the network economy context
		1.1.1 Network economy
		1.1.2 Co-creation
		1.1.3 Value
	1.2 Professional skills: knowledge-related component of value creation
		1.2.1 Knowledge
		1.2.2 Tacit knowledge - personal asset
		1.2.3 Knowledge workers
	1.3 Social skills: social-related component of value creation
		1.3.1 Social relations as a resource
		1.3.2 Social co-creation and networks creating value
		1.3.3 Value networks instead of hierarchies
		1.3.4 Social presence in the reality and virtuality
		1.3.5 Social media interactions
	1.4 Environmental skills, environmental-related component of value creation
	Summary
	References
Part II
2. Why should knowledge workers care about personal branding?
	2.1 Personal brand concept
	2.2 Personal branding as a process
		2.2.1 Personal branding concept
		2.2.2 Efficiency of personal branding
			Personal branding authenticity
		2.2.3 Authenticity as a root of good relations
		2.2.4 Authenticity as a source of personal brands meaning
			Personal branding consistency
			Networking
	2.3 Personal brand knowledge
		2.3.1 Personal brand image
			Personality
			Persona
			Labor market rules
		2.3.2 Personal brands self-expression
			Visibility
			Experiences we create
			Trustworthy content
		2.3.3 Again, authenticity and consistency
		2.3.4 Self-expression at work
		2.3.5 Self-expression after hours
		2.3.6 Personal brands relations and interactions
			Social interactions
			Relationships
		2.3.7 Non-commercial nature of human ties as reference of its authenticity
			Personal brands mediating power at work
		2.3.8 Knowledge workers mediating power
		2.3.9 Personal brands mediating power after hours
		2.3.10 Word-of-mouth naturally
		2.3.11 Visibility
		2.3.12 Recommendations
		2.3.13 Personal brands distinctiveness
			Authentic strengths
		2.3.14 Distinctiveness at work
			Spreading value
			Contextuality of value
		2.3.15 Distinctiveness after hours
		2.3.16 Personal brands utility
			Personalized value
			Shared value
		2.3.17 Personalized shared value delivery at work
		2.3.18 Personalized shared value after hours
			Personal branding and selling ideas
	2.4 Personal brand equity and value
		2.4.1 Personal brand awareness
		2.4.2 Personal brand associations
			Perceived authenticity of personal brand
			Perceived warmth of personal brand
			Credibility
		2.4.3 Personal brand assets
			Personal brand position in professional value network
			Personal brand position in social value network
			Personal brand reputation
		2.4.4 Personal brand attitudes
			Personal brand trust
			Personal brand loyalty
			Personal brand love
	2.5 Personal brand strategy frame
	Summary
	Note
	References
Part III
3. Why do corporations need knowledge workers with strong personal brands?
	3.1 Corporations in the networked economy reality
		3.1.1 Corporate branding in the network economy reality
		3.1.2 Corporate social responsibility
		3.1.3 Authentic shared value should always be human long-run perspective oriented
	3.2 Corporate brand equity and value
		3.2.1 Corporate brand as an intangible asset
		3.2.2 Brand equity and value as metrics
		3.2.3 Corporate brand authenticity
	3.3 Employer branding and brand equity
	3.4 Employer-employee co-branding
		3.4.1 Knowledge-based view on employer-employees co-branding
		3.4.2 Relational-based view on employer-employees co-branding
		3.4.3 Value-based view on employer-employees co-branding
	Summary
	Note
	References
Part IV
4. Empirical evidence
	4.1 Sample
		4.1.1 Data quality
	4.2 Measures
	4.3 Results
		4.3.1 Model A
		4.3.2 Model B
	4.4 Limitations and further studies suggestions
	Summary
	References
Appendixes
	Appendix 1 Scales, their sources, and reliabilities
	Appendix 2 Personal brand equity components cross-loadings analysis
	Appendix 3 Consistency in acting determines perceived personal brand authenticity. Process software output (Figure 2.2)
	References
Index