A Comparison Study on Personal Branding Among Academicians in Higher Education Institutions

A Qualitative Content Analysis

Abstract

In this study, qualitative content analysis, specifically summative content analysis, was used to compare the study on personal branding among academicians in higher education institutions (HEIs). Personal branding was described for the main qualitative content analysis phases, from data collection to reporting of the results. To strengthen the foundation for future work, the author reviews the extant literature and offers an integrative model of personal branding. Google, Scopus, and Web of Sciences (WOS) were used to further search on the topic, specifically academics, case studies, and personal branding. A total of eight case studies were compared. The author establishes the construct's clarity by contrasting it with concepts that are comparable to it in its nomological network, highlights the construct's essential characteristics through the literature review, and offers definitions of personal branding based on the reviewed literature. In addition, the author summarizes the conclusions from the analysed publications in a theoretical model of personal branding. The suggested model describes the processes, results, and trends that support personal branding. The author concludes by talking about the moral consequences of personal branding and outlining a research agenda for future studies on personal branding as an important organizational behaviour and career activity in today's workplace.