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Conceptualizing and researching personal branding effects on the employability

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Abstract

This paper aims to propose a theoretical basis for personal branding phenomenon, and to present an explanation of how personal branding could be capitalized into employability. A total of 54 in-depth interviews were conducted among Tunisians university graduates. Data have been analyzed using a content analysis and a logistic regression. It shows that personal branding is a multidimensional construct involving six dimensions: cultural capital, social capital, verbal self-presentation, mediated self-presentation, authenticity, and appearance. These elements add value to the graduate and shape their employment outcomes.

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Correspondence to Manel Khedher.

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Khedher, M. Conceptualizing and researching personal branding effects on the employability. J Brand Manag 26, 99–109 (2019). https://doi.org/10.1057/s41262-018-0117-1

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