Personal Brand Value Categories. Commercialization or Dehumanization?
Artykuł w czasopiśmie
MNiSW
70
Lista 2024
| Status: | |
| Autorzy: | Walczak-Skałecka Agnieszka |
| Dyscypliny: | |
| Aby zobaczyć szczegóły należy się zalogować. | |
| Rok wydania: | 2025 |
| Wersja dokumentu: | Elektroniczna |
| Język: | angielski |
| Numer czasopisma: | 3 |
| Wolumen/Tom: | 32 |
| Strony: | 127 - 138 |
| Bazy: | BazEkon | DOAJ | EBSCO | ERIH PLUS | Index Copernicus | Journal Master List | National Librar |
| Efekt badań statutowych | NIE |
| Materiał konferencyjny: | NIE |
| Publikacja OA: | TAK |
| Licencja: | |
| Sposób udostępnienia: | Otwarte czasopismo |
| Wersja tekstu: | Ostateczna wersja opublikowana |
| Czas opublikowania: | W momencie opublikowania |
| Data opublikowania w OA: | 30 września 2025 |
| Abstrakty: | angielski |
| The article presents the research results on personal brand value categories. No systematized compilation of personal brand values has yet been identified that considers both marketing and humanistic perspective. Therefore, the questions are: what categories of personal brand values can be distinguished, and what connections exist between them? Personal brand (PB) is one of the knowledge commercialization tools. The instrumentality associated with it can lead not only to economic value production but also to dehumanization. A systematic literature review relating to PB values was carried out. The research conducted organizes the current knowledge of PB value categories. It also provides a basis for developing a proposal for a minimum set of value categories that should accompany analyses of concepts and practices related to PB building. Therefore, the results of the presented research complement the way of understanding the personal brand concept with a humanistic context, which should inextricably accompany it. |
