دانلود کتاب Personal Branding in the Knowledge Economy The Interrelationship between Corporate and Employee Brands

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Cover Half Title Series Page Title Page Copyright Page Contents List of figures List of tables Glossary Introduction Part I 1. Why are knowledge workers unique? 1.1 Value in the network economy context 1.1.1 Network economy 1.1.2 Co-creation 1.1.3 Value 1.2 Professional skills: knowledge-related component of value creation 1.2.1 Knowledge 1.2.2 Tacit knowledge - personal asset 1.2.3 Knowledge workers 1.3 Social skills: social-related component of value creation 1.3.1 Social relations as a resource 1.3.2 Social co-creation and networks creating value 1.3.3 Value networks instead of hierarchies 1.3.4 Social presence in the reality and virtuality 1.3.5 Social media interactions 1.4 Environmental skills, environmental-related component of value creation Summary References Part II 2. Why should knowledge workers care about personal branding? 2.1 Personal brand concept 2.2 Personal branding as a process 2.2.1 Personal branding concept 2.2.2 Efficiency of personal branding Personal branding authenticity 2.2.3 Authenticity as a root of good relations 2.2.4 Authenticity as a source of personal brands meaning Personal branding consistency Networking 2.3 Personal brand knowledge 2.3.1 Personal brand image Personality Persona Labor market rules 2.3.2 Personal brands self-expression Visibility Experiences we create Trustworthy content 2.3.3 Again, authenticity and consistency 2.3.4 Self-expression at work 2.3.5 Self-expression after hours 2.3.6 Personal brands relations and interactions Social interactions Relationships 2.3.7 Non-commercial nature of human ties as reference of its authenticity Personal brands mediating power at work 2.3.8 Knowledge workers mediating power 2.3.9 Personal brands mediating power after hours 2.3.10 Word-of-mouth naturally 2.3.11 Visibility 2.3.12 Recommendations 2.3.13 Personal brands distinctiveness Authentic strengths 2.3.14 Distinctiveness at work Spreading value Contextuality of value 2.3.15 Distinctiveness after hours 2.3.16 Personal brands utility Personalized value Shared value 2.3.17 Personalized shared value delivery at work 2.3.18 Personalized shared value after hours Personal branding and selling ideas 2.4 Personal brand equity and value 2.4.1 Personal brand awareness 2.4.2 Personal brand associations Perceived authenticity of personal brand Perceived warmth of personal brand Credibility 2.4.3 Personal brand assets Personal brand position in professional value network Personal brand position in social value network Personal brand reputation 2.4.4 Personal brand attitudes Personal brand trust Personal brand loyalty Personal brand love 2.5 Personal brand strategy frame Summary Note References Part III 3. Why do corporations need knowledge workers with strong personal brands? 3.1 Corporations in the networked economy reality 3.1.1 Corporate branding in the network economy reality 3.1.2 Corporate social responsibility 3.1.3 Authentic shared value should always be human long-run perspective oriented 3.2 Corporate brand equity and value 3.2.1 Corporate brand as an intangible asset 3.2.2 Brand equity and value as metrics 3.2.3 Corporate brand authenticity 3.3 Employer branding and brand equity 3.4 Employer-employee co-branding 3.4.1 Knowledge-based view on employer-employees co-branding 3.4.2 Relational-based view on employer-employees co-branding 3.4.3 Value-based view on employer-employees co-branding Summary Note References Part IV 4. Empirical evidence 4.1 Sample 4.1.1 Data quality 4.2 Measures 4.3 Results 4.3.1 Model A 4.3.2 Model B 4.4 Limitations and further studies suggestions Summary References Appendixes Appendix 1 Scales, their sources, and reliabilities Appendix 2 Personal brand equity components cross-loadings analysis Appendix 3 Consistency in acting determines perceived personal brand authenticity. Process software output (Figure 2.2) References Index