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Despite the widespread interest in self-marketing, scant research has been published about students’ self-marketing skills. The purpose of this paper is to address this research gap and develop a framework for self-marketing brand skills specific to business students.

Aaker’s Brand Identity Planning Model (2002) was used to construct personal-brand-identity elements. Empirical data were gathered from interviews with 17 students from two business schools in Finland, who were selected using a snowballing sampling technique.

Branding-related elements, together with empirically grounded themes, emerged and were developed into a framework for developing self-marketing brand skills. Self-marketing brand core, self-marketing brand goals and self-marketing brand activities were suggested and further divided into sub-topics, becoming the content of the new framework.

The study provides a starting point for further research on self-marketing skills from a branding perspective.

The paper discusses several important practical implications for business students who wish to improve their job-seeking success.

Rather than adopting a knowledge or activity perspective on self-marketing skills in job searching, the study extends the current knowledge by taking a complementary view, i.e. a branding perspective, and highlights students’ mental preparedness and drive.

There are many interactive forces at work in our global economy that make it increasingly challenging for executives today to plan and prepare accurately for many dynamic business careers. Changes in demographics, economic cycles, technology, and social or political structures accentuate the challenge. To survive in a highly competitive job market, executives do well to set and achieve progressive goals in a variety of career, financial and life areas. Yet goal setting alone is not enough. Examines key interpersonal factors that contribute significantly to an executive′s career success. Provides examples of managers who have done well in their careers and who offer valuable advice to prospective career seekers. Offers concepts, suggestions, and examples to help executives to enhance their self‐marketing skills, and thus their competitive edge.

This article provides a link between marketing theory and application in helping students utilize what is taught in the classroom to attain employment goals. Eight proposals drawn from basic marketing concepts taught in all principles of marketing courses are presented, along with practical ways to encourage students to begin early in seeing themselves as $5.3 million assets and marketing themselves accordingly.

The majority of up‐and‐coming managers follow standardised job hunt procedures. One of the latest extensions for marketing, however, has been to apply the principle to individuals in the job search market. A study was recently carried out to obtain the views of personnel managers regarding the nature of job pursuit. The results are outlined in this article and are of interest to individuals in the job search market, in that they may help refine their approach to new companies. The results also indicate what a proportion of such managers in a variety of companies would like to see in the aspects of the job search process.

Recently the subject of self marketing — the application of marketing concepts to individuals — has attracted attention and space in American and UK publications. A tentative model has been developed which lends itself to the teaching of this exercise English publications are showing up the inability of those in employment, even those involved in marketing, to market themselves effectively.

Advertising treats all products with the reverence and the seriousness due to sacraments.Thomas Merton

The purpose of this paper describes the set-up and results of the “futures forum” study. Through different methodological approaches, the future of work and its implications for the future (physical) workplace are explored. What will our office workplace look like in 2025 and how best to support future work, in alignment with the different organisational support services [human resources, information technology (IT), facility management and real estate]?

Different stakeholders were involved through different methods. First, a global literature study summed up some of the contemporary views on future directions and future studies. Second, focus groups were held with office end-users and employees of 11 participating organisations. Third, a Delphi study was applied to a multidisciplinary expert group. And finally, results were further developed in a “pre-design” workshop. The “forum” refers to the consortium of private and public partners that supported the study. The research involved large (>1,000 employees) knowledge-based and administrative organisations.

The fast-developing digitalisation will have substantial repercussions for work processes and environments. New types of work and work processes are appearing and need to be accommodated. Work will be organised in a more dynamic manner to adapt to the rapid changes in the market. Automation will lead to a continuous decrease of administrative processes which leaves more complex, knowledge-intensive work in organisations. Digitalisation and technology will lead to new ways of working and other necessary capabilities in the organisation with great emphasis on IT and technology-based activities. This dynamic environment brings the demand for an agile response of the support services in the organisation and a work environment that can accommodate changes easily. The main findings centre around eight themes for the future workplace that were considered to be the main, joint priorities of support services. These themes are changes in work, move towards digitalisation, adaptive potential of organisations, liberation of old structures, attract and retain employees, self-employment and self-marketing and future employee needs. Because of the dimensions of the research topic, a broad thematic perspective was applied so a further in-depth exploration might be valuable. The stakeholders that were involved in the data collection were mostly contacted through research partners, which might narrow research findings.

Many “future studies” have been taken place in the past, and they all apply a different research scope. This study aimed specifically at large office organisations in The Netherlands and on the implications for the future workplace that are to be addressed in a communal way by the organisations’ support services.

Recent years have seen a substantial decline in the number of vacancies for graduates, and a corresponding increase in the number of graduates searching for employment not necessarily in their chosen field. Suggests that one approach to facilitate students in obtaining their desired employment may be application of the marketing concept. However, such an approach is predicated on also satisfying employer needs; not easy if their needs have not been taken into consideration.

The purpose of this paper was to provide a framework of methods and skills for employer-oriented personal branding among business school students to create an effective digital curriculum vitae for employment and to test the students' awareness of personal branding techniques.

This was a mixed methods study which followed an exploratory model, where the findings of the qualitative first stage helped develop the hypotheses for the second (quantitative) stage of the study. The rich detailed data collected from the qualitative phase were used to develop the instrument for stage 2. Responses based on Likert scale were used in stage 2 to test the hypotheses.

The study tested hypotheses relating to personal branding, demonstrating that most of the skills and methods studied are held in high esteem by business school students. The study clearly establishes that these students possess a high degree of awareness about the need for employer-oriented personal branding and use various methods and skills to build their brand, validating our hypotheses.

This study focused only on two top-tier Indian business school students. A larger and more inclusive study in other emerging market nations may validate its findings. Students from non-business disciplines could be studied to find out differences in approaches to employer-oriented self-branding.

Students may be able to brand themselves better through the use of the methods and skills tested in this study. Within the business schools, faculty mentors can use this methodology to support students in further consolidation of their brand with the help of social media profiles such as LinkedIn, Facebook and others. The skills learnt in the business school will stand the student in good stead, and the company will benefit from their personal branding efforts translating into commercial benefits for the firm.

This paper provides a structured approach towards employer-oriented personal branding of students, missing in earlier studies.

Collaborative consumption has caught researchers’ attention due to its rapid growth. Drawing on the causal relationship between cognition, affection and conation and collaborative consumption literature, this paper aims to investigate the drivers of brand loyalty and revisit intentions in the context of Airbnb.

The data was collected from 399 Airbnb users using the online survey. Partial least square structural equation modeling was used to test hypotheses. Mediation tests were conducted with multiple mediation analyses.

The study reveals that brand likeability enhanced by customers’ trust in both hosts and Airbnb drives satisfaction, brand loyalty and revisit intention. Moreover, satisfaction impacts revisit intention through a full mediation of brand loyalty.

The role that trust and likability play in enhancing brand loyalty and the intention to revisit is not well documented in the literature on collaborative consumption. The results show that consumers’ trust (cognition) is the first step to the success of collaborative consumption, and consumers’ trust in both platform and hosts will make the Airbnb brand more attractive and likable. When brand likability (affection) grows deeper through more engagement, consumers are more willing (intention) to spend more time staying in Airbnb accommodation.

Although existing literature discusses trust from the consumers’ standpoint and categorizes it into two types, the influence of trust on brand likability has never been tested before. Based on the causal relationship between cognition, affection and conation, to the best of the authors’ knowledge, this paper is the first one investigating trust in both the platform and hosts as key drivers of brand likability, which enhances customer satisfaction, brand loyalty and revisit intentions in the Airbnb context.

协作消费由于其快速增长而引起了研究人员的关注。 基于文献中对于认知、情感和意向与协作消费之间的因果关系, 本文调查了 Airbnb 背景下品牌忠诚度和重访意图的驱动因素。

数据是通过在线调查从 399 名 Airbnb 用户那里收集的。 PLS-SEM 用于检验假设。 中介测试通过多重中介分析进行。

研究表明, 客户对房东和 Airbnb 的信任增强了品牌喜爱度, 从而提高了满意度、品牌忠诚度和重访意愿。 此外, 满意度通过品牌忠诚度的全面调节影响重访意愿。

然已有文献从消费者的角度讨论信任并将其分为两种类型, 但信任对品牌好感度的影响从未被检验过。 基于认知、情感和意向之间的因果关系, 本文首次调查了平台和房东的信任作为品牌好感度的关键驱动因素, 从而提高了 Airbnb 背景下的客户满意度、品牌忠诚度和重访意愿。