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Personal Branding: A Systematic Literature Review

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  • Alex Bonsu Osei
  • Koryoe Anim-Wright

Abstract

Personal branding has attracted significant interest from researchers and practitioners in the last decade. There have been numerous scientific studies covering different facets of personal branding. However, studies covering the scope of the interest need to be more comprehensive. The paper analyzes various research papers on personal branding, encompassing theoretical underpinnings, the strategic nature of personal branding, and future research opportunities identified by the different articles. The review identified four major themes- personal branding skills and attributes, the strategic nature of personal branding, personal branding, and personal branding, politics, and social media. These findings give a broader view for further research and practical application.

Suggested Citation

  • Alex Bonsu Osei & Koryoe Anim-Wright, 2024. "Personal Branding: A Systematic Literature Review," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 16(1), pages 1-30, June.
    • Handle: RePEc:ibn:ijmsjn:v:16:y:2024:i:1:p:30
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    References listed on IDEAS

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    1. Amoako, George K. & Okpattah, Bernard K., 2018. "Unleashing salesforce performance: The impacts of personal branding and technology in an emerging market," Technology in Society, Elsevier, vol. 54(C), pages 20-26.
    2. Manel Khedher, 2019. "Conceptualizing and researching personal branding effects on the employability," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 99-109, March.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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