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Conceptualizing and researching personal branding effects on the employability

Manel Khedher ()
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Manel Khedher: School of Business, E.S.C.Tunis

Journal of Brand Management, 2019, vol. 26, issue 2, 99-109

Abstract: Abstract This paper aims to propose a theoretical basis for personal branding phenomenon, and to present an explanation of how personal branding could be capitalized into employability. A total of 54 in-depth interviews were conducted among Tunisians university graduates. Data have been analyzed using a content analysis and a logistic regression. It shows that personal branding is a multidimensional construct involving six dimensions: cultural capital, social capital, verbal self-presentation, mediated self-presentation, authenticity, and appearance. These elements add value to the graduate and shape their employment outcomes.

Keywords: Personal branding; Cultural capital; Social capital; Appearance; Authenticity; Verbal self-presentation; Mediated self-presentation; Employability (search for similar items in EconPapers)
Date: 2019
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