Primary assets of the network economy are information, network, re-lationships, knowledge, and a virtual environment. The competency of personal branding exercised by knowledge workers, also thought of as knowledge producers, is becoming a natural consequence of the business environment where the significance of hierarchies is constantly decreasing. Knowledge workers are powerful as never be-fore and can exist as separate actors within a business network. In consequence, personal brands’ reputation of professionals and the reputation of companies they work for become closely related. Bear-ing in mind the CSR context, the objective of this study is to exam-ine the influence of corporate brand’s and personal brand’s reputa-tion on corporate brand performance to discover the power of com-mon influence. To achieve this goal, using the equal structural mod-elling method, the author analysed 209 cases of Polish employees working for knowledge-intensive services (KIS). The findings sug-gest that in order to achieve better business results a company brand and a professional brand should support one another with the mutual respect of company and employee values which are embedded in corporate social responsibility approach.
Authors
Additional information
- DOI
- Digital Object Identifier link open in new tab 10.1007/978-3-642-33851-9_2
- Category
- Publikacja monograficzna
- Type
- rozdział, artykuł w książce - dziele zbiorowym /podręczniku w języku o zasięgu międzynarodowym
- Language
- angielski
- Publication year
- 2018
