The DOI matches its Crossref record.
From Cattle and Coke to Charlie: Meeting the Challenge of Self Marketing and Personal Branding
Abstract
Since the late 1990s, self marketing and personal branding have become increasingly popular as subjects of self-improvement books, Web sites and consultancy services, especially in the USA. To date, little of this interest appears to have permeated the discipline of marketing, either in terms of formal research, textbook contents or academic curricula. This paper examines the theoretical basis of self marketing and personal branding, identifies some of the conceptual, practical and ethical problems it poses for the discipline, and points to some of the challenges facing higher education in attempting to create a curricular framework within which marketing professionals can learn how to market and brand themselves effectively.
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Citations
Cited by
Extended Self in a Digital World: Table 1.
Belk, R. W. (2013) · Journal of Consumer Research · doi:10.1086/671052 · Cited by 1,698
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Labrecque, L. I., Markos, E., & Milne, G. R. (2011) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2010.09.002 · Cited by 512
When guests trust hosts for their words: Host description and trust in sharing economy
Tussyadiah, I. P., & Park, S. (2018) · Tourism Management · doi:10.1016/j.tourman.2018.02.002 · Cited by 264
Metadata
- Authors
- Shepherd, I. D. H.
- Venue
- Journal of Marketing Management
- Publisher
- Informa UK Limited
- Published
- 2005-06
- Volume
- 21
- Issue
- 5-6
- Pages
- 589-606
- ISSN
- 0267-257X (ISSN-L)
- 1472-1376
- OpenAlex
- W2051388078
- Cited by
- 310
- References
- 0
- FWCI
- 2.54
- Type
- journal article
- Language
- en
- Open access
- closed
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- CoChat. (2026). Citation check: From Cattle and Coke to Charlie: Meeting the Challenge of Self Marketing and Personal Branding. https://app.cochat.ai/papers/10.1362/0267257054307381
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- Shepherd, I. D. H. (2005). From Cattle and Coke to Charlie: Meeting the Challenge of Self Marketing and Personal Branding. Journal of Marketing Management. https://doi.org/10.1362/0267257054307381
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
