Personal Branding: Building Your Pathway to Professional Success

Philbrick, Jodi L.; Cleveland, Ana D.

doi:10.1080/02763869.2015.1019324

Cited by 45 publications

(97 citation statements)

References 8 publications

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“…Correspondingly, the phenomenon of celebrities and the cultural personal branding movement are closely linked together. Personal branding faces numerous interpretations and definitions (Zarkada, 2012), emptying into a triangular view of: what the branded individual brings in, such as values, competencies, skills, abilities, personality (Gander, 2014;Philbrick and Cleveland, 2015); audience and target group orientation and the public (Bendisch et al, 2013;Preece and Kerrigan, 2015); and the differentiation from others (Harris and Rae, 2011;Shepherd, 2005).…”

Section: Celebritization Of Ceosmentioning

confidence: 99%

In for a penny, in for a pound? Exploring mutual endorsement effects between celebrity CEOs and corporate brands

Scheidt

Gelhard

Strotzer

et al. 2018

JPBM

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.*Related content and download information correct at time of download. Abstract Purpose -While the branding of individuals has attracted increasing attention from practitioners in recent decades, understanding of personal branding still remains limited, especially with regard to the branding of celebrity CEOs. To contribute to this debate, this paper aims to explore the cobranding of celebrity CEOs and corporate brands, integrating endorsement theory and the concept of meaning transfer at a level of brand attributes. Design/methodology/approach -A between-subjects true experimental design was chosen for each of the two empirical studies with a total of 268 participants, using mock newspaper articles about a succession scenario at the CEO level of different companies. The study is designed to analyse the meaning transfer from celebrity CEO to corporate brand and vice versa using 16 personality attributes.Findings -This study gives empirical support for meaning transfer effects at the brand attribute level in both the celebrity-CEO-to-corporate-brand and corporate-brand-to-celebrity-CEO direction, which confirms the applicability of the concept of brand endorsement to celebrity CEOs and the mutuality in co-branding models. Furthermore, a more detailed and expansive perspective on the definition of endorsement is provided as well as managerial guidance for building celebrity CEOs and corporate brands in consideration of meaning transfer effects. Originality/value -This study is one of only few analysing the phenomenon of meaning transfer between brands that focus on non-evaluative associations (i.e. personality attributes). It is unique in its scope, insofar as the partnering relationship between celebrity CEOs and corporate brands have not been analysed empirically from this perspective yet. It bridges the gap between application in practice and the academic foundations, and it contributes to a broader understanding and definition of celebrity endorsement.

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Section: Celebritization Of Ceosmentioning

confidence: 99%

In for a penny, in for a pound? Exploring mutual endorsement effects between celebrity CEOs and corporate brands

Scheidt

Gelhard

Strotzer

et al. 2018

JPBM

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“…An inferior degree of trust has been reported, in order, in professional reputation, uniform, adequate environment and design, which represent factors capable of increasing care humanisation as emphasised in the recent literature (Heras La Calle, Ovies, & Tello, ), thus not included yet in undergraduate and continuing education programmes. However, healthcare professionals’ reputation and environment (Sherman & Hickner, ) represent important CFs and milestones of personal branding as an “ introspective process by which you define yourself professionally ” capable of influencing clinical outcomes and to increase professional development and reputation (Philbrick & Cleveland, ).…”

Section: Discussionmentioning

confidence: 99%

“…Nurses have reported to take CFs into consideration on average from "enough" to "much," specifically with regard to (in order) verbal and non-verbal communication, patient-centred approach, psychical contact and empathetic therapeutic alliance, which all represent core concepts of caring (Feo, Kitson, & Conroy, 2018;Pettersson et al, 2018 "unaware" were removed from the analysis; moreover, the five levels of Likert scale were collapsed into three categories (Likert 0, "never" + Likert 1, "at least once per year" = "never"; Likert 3, "at least once per week" + Likert 4, "daily" = "very often"), leaving therefore unaltered the central categories (Likert 2, as "occasionally"). and environment (Sherman & Hickner, 2008) represent important CFs and milestones of personal branding as an "introspective process by which you define yourself professionally" capable of influencing clinical outcomes and to increase professional development and reputation (Philbrick & Cleveland, 2015).…”

Section: Discussionmentioning

confidence: 99%

Contextual factors triggering placebo and nocebo effects in nursing practice: Findings from a national cross‐sectional study

Palese

Cadorin

Testa

et al. 2019

Journal of Clinical Nursing

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Aims and objectives To describe contextual factors (CFs) used by nurses to increase placebo and to prevent nocebo effects. Background Placebo effects have been studied in the nursing discipline, but nocebo effects still remain unexplored. Recently, a set of CFs functioning as triggers of placebo/nocebo effects has been described; however, its use in daily care has never been documented to date. Design A national cross‐sectional survey, according to the Checklist for Reporting Results of Internet E‐Surveys guidelines and STrengthening the Reporting of OBservational Studies in Epidemiology (STROBE), was performed in 2016. Methods A wide sample of Italian nurses belonging to four national associations was involved. A questionnaire based on CFs literature was developed and administered through the SurveyMonkey Software® exploring: (a) CFs definition, (b) beliefs, (c) case‐by‐case frequency of use, (d) circumstances of application, (e) clinical conditions where participants perceived their potential beneficial effects, (f) ethical implications and (g) communication issues with the patient. Results Out of 1,411 eligible nurses, 455 answered (32.2%) and 425 questionnaires (30.1%) were valid for the analysis. A total of 211 nurses (49.6%) defined the CFs as an intervention with a possible aspecific effect; participants believed in the CFs (2.91; 95%CI 2.88–2.94), using them >2 times/month, mainly in addition to a nursing intervention to optimise clinical outcomes (n = 79; 18.6%). Psychological and physiological therapeutic effects have been perceived mainly in chronic pain (n = 259; 60.9%) and insomnia (n = 243; 57.2%). According to participants, CFs have been reported as ethically acceptable when exerting beneficial psychological effects (n = 148; 34.8%); however, 103 (24.2%) of nurses did not communicate to the patient when CFs were used. Conclusions Nurses are aware of CFs as elements to increase the placebo and prevent the nocebo effects in concomitance with evidence‐based nursing interventions. Relevance to clinical practice The CFs valued by nurses and experienced as effective are mainly based upon the internal quality of the nurse and the quality of the relationship between the nurse and the patient. These qualities require a large personal investment; therefore, nurses should be supported in developing these qualities since their nursing graduation.

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“…Marka yönetimi alanında bu türdeki markalara ek olarak, kurumların markalanması yoluyla ortaya çıkacak kurumsal markalara (Knox ve Bickerton, 2003;Balmer, 2003;Abratt ve Kleyn, 2012;Roper ve Davies, 2007) ve kişilerin markalanması yoluyla ortaya çıkacak kişisel markalara yönelik çalışmalar da (Harris ve Rae, 2011;Khedher, 2014;Koçiaj vd., 2016;Mahchaz ve Shokoofh, 2016;Philbrick ve Cleveland, 2015, Shaker ve Hafiz, 2014 ilgi uyandırmaktadır.…”

Section: Marka Kavramıunclassified

Yeni̇ Medyanin Ki̇şi̇sel Markalama Yönünden Kullanimi: Ceo Markalari Üzeri̇ne Bi̇r İnceleme

Taşkiran

2017

intermedia

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Personal Branding: Building Your Pathway to Professional Success

Cited by 45 publications

References 8 publications

In for a penny, in for a pound? Exploring mutual endorsement effects between celebrity CEOs and corporate brands

In for a penny, in for a pound? Exploring mutual endorsement effects between celebrity CEOs and corporate brands

Contextual factors triggering placebo and nocebo effects in nursing practice: Findings from a national cross‐sectional study

Yeni̇ Medyanin Ki̇şi̇sel Markalama Yönünden Kullanimi: Ceo Markalari Üzeri̇ne Bi̇r İnceleme

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