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Identifying and Measuring the Importance of the Lawyer’s Personal Brand Elements – A Quantitative Research

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  • Manea Moldovan Georgiana-Gabriela

    (1 Transylvania University of Brașov, Romania)

  • Tescaşiu Bianca

    (2 Transylvania University of Brașov, Romania)

Abstract

Personal branding represents a very important issue in assessing the value created in any activity. Some jobs can’t exist anymore without personal branding. More than that, some existing professional categories have to adapt these days, by adopting personal branding strategies, even though in the past it was no need for that. This article focuses on such a professional category – the lawyers. By conducting a quantitative research among professional lawyers, the authors tried to identify the main aspects that compose the personal brand in this liberal profession, and, also, to measure the importance of these aspects. By bringing into discussion the specific aspects of creating and maintaining the lawyer personal brand, the article brings not only a theoretical contribution, but, also, a practical one, as it represents a valid opinion that might be used by academia or other lawyers. The research aimed to answer the following questions: What are the main issues that define the lawyers personal brand?; What is the importance of each component of personal branding in the law services?; What are the most important elements when choosing a lawyer? The research findings revealed a series of interesting conclusions – most of the lawyers are not preoccupied by their image and other elements defining their personal brand, but the reputation and experience are very appreciated by the when choosing a lawyer.

Suggested Citation

  • Manea Moldovan Georgiana-Gabriela & Tescaşiu Bianca, 2023. "Identifying and Measuring the Importance of the Lawyer’s Personal Brand Elements – A Quantitative Research," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 17(1), pages 314-329, July.
    • Handle: RePEc:vrs:poicbe:v:17:y:2023:i:1:p:314-329:n:19
    DOI: 10.2478/picbe-2023-0032
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    References listed on IDEAS

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    1. Liao, Junyun & Chen, Jiawen & Zhao, Haichuan & Li, Muhua, 2023. "Fanning the flames: Transmitting negative word of mouth of rival brands," Journal of Business Research, Elsevier, vol. 154(C).
    2. Ito, Yuki & Hara, Konan & Kobayashi, Yasuki, 2020. "The effect of inertia on brand-name versus generic drug choices," Journal of Economic Behavior & Organization, Elsevier, vol. 172(C), pages 364-379.
    3. Carnevale, Marina & Hadi, Rhonda & Luna, David & Pogacar, Ruth, 2023. "Follow your nose when it sounds right: How brand names influence consumer responses to product scents," Journal of Business Research, Elsevier, vol. 157(C).
    4. Ghosh, Tathagata & Sreejesh, S. & Dwivedi, Yogesh K., 2022. "Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements placed in computer games," Journal of Business Research, Elsevier, vol. 147(C), pages 222-235.
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