The Importance of the Professional Personal Brand. The Doctors’Personal Brand

Luca, Florin-Alexandru; Ioan, Corina Anamaria; Sasu, Constantin

doi:10.1016/s2212-5671(15)00083-0

Cited by 12 publications

(6 citation statements)

References 2 publications

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“…Consequently, the present research adds to the literature on international students' psychological responses to China's high scholarship policies in higher education reform (Dong and Chapman, 2008;Wen et al, 2014). Third, by introducing the concept of brand to higher education reform and the internationalization of Chinese universities, this research has extended the scope of brand research to the education and even national level, thus enriching the burgeoning stream of research on broader brands, such as, personal brands (Carlson and Donavan, 2013;Huang et al, 2015;Luca et al, 2015) and nation brands (Rojas-Méndez, 2013).…”

Section: Theoretical Contributionsmentioning

confidence: 80%

“…The importance of personal brands is not limited to celebrities, however. Luca et al (2015) defined a personal brand as the goal toward making one's expertise or uniqueness known in a certain social circle or for a particular cause. Similar to a successful commercial brand, an impactful personal brand needs a beautiful cover, as well as a solid content.…”

Section: Scholarship and Students' Brand Perceptionsmentioning

confidence: 99%

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Scholarship Policies of International Students in Chinese Universities: A Brand Perception Perspective

Wang

2022

Front. Psychol.

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China has carried out a series of higher education reforms in the past decades. One of the most important parts of the reforms is the internationalization progress of Chinese universities. Despite being a developing country, China offers globally competitive scholarships to international students. However, surprisingly, little research has touched on how international students view China’s high scholarship policies, leaving an important and intriguing question underexplored. Therefore, this paper attempts to fill the literature gap by investigating international students’ brand perceptions of Chinese universities that provide high scholarships. Moreover, we reveal the process of their judgments through identifying the mediating role of perceived quality. A set of two experimental studies provide convergent support for these propositions. Theoretically, the findings of this paper contribute to the literature on higher education reforms, scholarship policies, and branding. In terms of practice, the research results offer implications to policy makers, education professionals, and students.

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Section: Theoretical Contributionsmentioning

confidence: 80%

Section: Scholarship and Students' Brand Perceptionsmentioning

confidence: 99%

Scholarship Policies of International Students in Chinese Universities: A Brand Perception Perspective

Wang

2022

Front. Psychol.

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“…(8) Strategi Branding yang diperlukan dalam rumah sakit meliputi Branding seluruh aspek baik dari kompetensi dan profesionalitas dari profesi tenaga kesehatan itu sendiri, kemampuan dari rumah sakit dalam memenuhi kebutuhan pasien secara keseluruhan, dan kualitas pelayanan kesehatan yang diberikan kepada pasien memuaskan. (7)(8)(9)(10)…”

Section: Pembahasan Branding Dan Ekuitas Merekunclassified

Strategi Branding Dalam Pemasaran Di Rumah Sakit

Badruddin

Ilyas

Sulistiadi

2022

Jurnal Kesehatan Masyarakat

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In the era of globalization, the hospital view is not only to carry out its social mission to improve public health but also to be profit-oriented. Therefore, marketing has an important role in the hospital industry. A good marketing strategy will be able to create welfare for patients, but also for the hospital's financial performance. The branding strategy in hospital marketing is a popular strategy at this time and is one of the strategies that are closely related to creating brand equity of the hospital. This study aims to further examine how branding strategy is in hospital marketing and its assessment of consumer loyalty and engagement. This study is a literature review of articles obtained from the ScienceDirect, ProQuest, and Scopus databases. a total of 7 articles were screened from 723 articles and reviewed. It was found that the strategy can create brand equity for the hospital organization as well as for a good relationship with health and patient loyalty.

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“…En las nuevas organizaciones expresivas se genera un juego de identidades novedoso, en el que se establecen relaciones complejas entre la marca corporativa y la personal (Schultz, Hatch y Larsen, 2000). De este modo, se han realizado estudios sobre el impacto que la marca personal ha tenido en sectores como los ejecutivos de empresa (Nolan, 2015), médicos (Luca, Ioan y Sasu, 2015), periodistas (Brems et al, 2017), artistas y diseñadores de arte (Kucharska y Mikolajczak, 2018), o incluso comerciales y vendedores (Amoako y Okpattah, 2018), y no digamos ya a los académicos que, pese a permanecer en buena medida empleados en el sector público, han terminado asumiendo los presupuestos del personal branding en un mercado de la atención y la cuantificación de las métricas. En todos los casos el discurso de la marca personal parece haber penetrado con mucha fuerza.…”

Section: Marca Personal: Venderse a Sí Mismounclassified

Capitalismo y personalidad: consideraciones sobre los discursos empresariales de la rentabilización del yo a través de la marca personal

Benito

Rodríguez

2020

Política Soc.

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Los discursos del management contemporáneo tienen en la personalidad del trabajador uno de sus temas más recurrentes. En el contexto de una nueva economía del conocimiento globalizada caracterizada por la creciente competencia en los mercados, las empresas parecen tener la necesidad de contar con trabajadores que sobresalgan por encima de la media, y a los que se afanan por identificar y contratar. Así, las corporaciones van a estar obsesionadas por un significante, el talento, que definirá a esos empleados extraordinarios frente a otros trabajadores menos preparados y adaptados a lo que el mercado demanda. La búsqueda de ese talento tendrá como contrapunto la necesidad de que los propios trabajadores traten de destacarse mediante la construcción de una marca personal que atraiga la atención y contribuya a la construcción de una reputación profesional, lo que les obliga a hacer un marketing continuo de sí mismos. En este artículo, nuestro objetivo es el de descifrar estos discursos del talento y la marca personal con el fin de promover una reflexión sobre la construcción de una personalidad neoliberal, discutiendo sus implicaciones en la emergencia de nuevos discursos justificadores de la desigualdad social.

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The Importance of the Professional Personal Brand. The Doctors’Personal Brand

Cited by 12 publications

References 2 publications

Scholarship Policies of International Students in Chinese Universities: A Brand Perception Perspective

Scholarship Policies of International Students in Chinese Universities: A Brand Perception Perspective

Strategi Branding Dalam Pemasaran Di Rumah Sakit

Capitalismo y personalidad: consideraciones sobre los discursos empresariales de la rentabilización del yo a través de la marca personal

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