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4377不确定的就业环境和社交媒体技术的变革，使个人品牌越来越受到实践界的关注，而关于个人品牌的理论研究却十分零散，学界对个人品牌内涵与机制的理解也不一致，不仅缺乏统一的个人品牌定义，也未能形成对个人品牌机制的共识，亟需系统评述个人品牌相关文献。本文从价值传递过程出发探讨了个人品牌的概念、塑造与结果。文章梳理了个人品牌的“生产者”（个体）、“产品”（形象）和“消费者”（受众），并通过个体和受众的细分提出自我品牌与人物品牌；从个人品牌的价值创造、价值传递和价值共创的角度，梳理了自我品牌和人物品牌的塑造框架，并介绍了个人品牌塑造研究的相关理论；根据个人品牌类别和对象对个人品牌的潜在影响进行了有效区分，并从个体、形象和受众三个维度总结了个人品牌资产的要素；最后从新方法、新情境、新视角和溢出效应四个方面对个人品牌未来研究方向进行了展望。本研究有助于品牌管理体系的进一步完善，对于不同群体塑造个人品牌的实践也有重要的现实意义。
品牌由物及人：个人品牌概念、塑造与结果
摘要
参考文献
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引用本文
高维和, 王德勇. 品牌由物及人：个人品牌概念、塑造与结果[J]. 外国经济与管理, 2024, 46(3): 36-52.
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