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作 者:王玲 王亚茹 裴旭美 Wang Ling;Wang Yaru;Pei Xumei(School of Business,Tianjin University of Finance and Economics,Tianjin 300222,China)
出 处:《外国经济与管理》2025年第3期33-52,共20页Foreign Economics & Management
基 金:国家自然科学基金青年项目(72202156);国家自然科学基金面上项目(72072123);教育部人文社会科学研究规划基金项目(22YJA630058)。
摘 要:作为创业行动的微观基础,创业想象在促进创意构思、创业决策及机会开发等方面的重要作用已取得学界的普遍共识。然而,创业想象研究尚处于初级阶段,存在概念界定不清、研究层面单一及研究内容零散等问题,亟待通过系统文献梳理,厘清研究现状、洞察研究缺口并指明未来研究方向。由此,本研究在文献检索、编码与分析的基础上,厘清创业想象的研究缘起、概念内涵及测量方法,从影响因素和影响效应两个方面提炼核心研究主题,并基于已有研究评述提出未来的研究方向。本文有助于丰富和拓展创业想象研究,对创业想象在创业实践中的应用具有重要的指导意义。The uncertain employment environment and the transformation of social media technology have increasingly drawn the attention of practitioners to personal branding.However,theoretical research on personal branding is quite fragmented,and the academic community's understanding of the connotations and mechanisms of personal branding is inconsistent.There is not only a lack of a unified definition of personal branding,but also no consensus on the mechanisms of personal branding,necessitating a systematic review of the literature related to personal branding.This paper explores the concept,shaping,and outcomes of personal branding from the perspective of the value delivery process.It examines the“producer”(individual),“product”(image),and“consumer”(audience)of personal branding,and proposes the concepts of self-branding and human branding through segmentation of individuals and audiences.From the perspective of value creation,value delivery,and value co-creation,this paper outlines the framework for shaping self-branding and human branding,and introduces related theories of the shaping of personal branding.It effectively distinguishes the potential impacts of personal branding based on categories and targets,and summarizes the elements of personal branding assets from the dimensions of individual,image,and audience.Finally,this paper provides an outlook for future research directions in personal branding from four aspects:new methods,new contexts,new perspectives,and spillover effects.The study contributes to the further improvement of brand management systems and has significant practical implications for different groups in shaping their personal brands.
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