Vol. 10 No. 1 (2025)

Management Sciences

A Literature Review of Modern Branding

Published:

2025-03-13

https://doi.org/10.21791/IJEMS.2025.05.

Authors

Krisztián Csák,

University of Debrecen, Faculty of Economics and Business, Institute of Management and Organization Sciences, Non-independent Department of Organization Sciences. Hungary.

Csilla Juhász

University of Debrecen, Faculty of Economics and Business, Institute of Management and Organization Sciences, Non-independent Department of Organization Sciences. Hungary.

View

PDF (Hungarian)

Keywords

Personal Branding CEO Branding Employer Brand Brand Building Business Success

License

Copyright (c) 2025 Krisztián Csák, Csilla Juhász

This work is licensed under a Creative Commons Attribution 4.0 International License.

How To Cite

Selected Style: APA

Csák, K., & Juhász, C. (2025). A Literature Review of Modern Branding. International Journal of Engineering and Management Sciences, 10(1), 63-73. https://doi.org/10.21791/IJEMS.2025.05.

Citations Format

Citations
• ACM
• ACS
• APA
• ABNT
• Chicago
• Harvard
• IEEE
• MLA
• Turabian
• Vancouver
• AMA

---

Download Citations
Endnote/Zotero/Mendeley (RIS) BibTeX

Received 2025-01-30
Accepted 2025-03-12
Published 2025-03-13

Abstract

In the modern business landscape, branding goes beyond identifying products and services; it has become a crucial factor for corporate success. The leadership branding, and employer branding emerges as a key strategic tool in gaining competitive advantage, fostering loyalty, and enhancing engagement. Personal branding, as the conscious presentation of individual values and capabilities, supports leaders in strengthening credibility and trust. Leadership branding encapsulates a leader’s personality and style, serving as an inspiring example within the organization. Moreover, employer branding reflects the corporate culture and workplace values, making the organization attractive to talented employees. The aim of the study is to demonstrate how personal branding, including leadership branding and employer branding, can contribute to the more successful operation of a company, highlighting the synergy between the different levels of branding and their economic and social impacts.

References

1. [1] Bauer András – Berács József – Kenesei Zsófia, Marketing alapismeretek, AULA Kiadó Kft. 2007., ISBN 978-963-9698-16-1
2. [2] Tarannum Jahan, Arfath Jahan, Madnoor Pallavi, M Alekhya, Maltumkar Sri Lakshmi, A Study on Importance of Branding and Its Effects on Products in Business, International Research Journal on Advanced Engineering and Management Volume 02, pp. 656-661, 2024. DOI: 10.47392/IRJAEM.2024.0091
3. [3] Wullyatri Dewi Risma Sutanto, Kussudyarsana, The Role of Brand Trust, Brand Image, Brand Equity on Repurchase Intention, Jurnal Ilmiah Manajemen Kesatuan 12(1), pp. 119-128, 2024. DOI: 10.37641/jimkes.v12i1.2395
4. [4] Ercis et al., The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions. 58, 1395–1404., 2012. DOI: 10.1016/j.sbspro.2012.09.1124
5. [5] Chen, Y. S., Huang, A. F., Wang, T. Y., & Chen, Y. R., Greenwash and green purchase behaviour: the mediation of green brand image and green brand loyalty. Total Quality Management & Business Excellence, 31(1-2), 194-209., 2020.
6. [6] Nagy, D. Molnár, K. Szikszai-Németh, A személyes márkaépítés kihívásai napjainkban. International Journal of Engineering and Management Sciences (IJEMS) Vol. 3., 2018. DOI: 10.21791/IJEMS.2018.4.40.
7. [7] Alex Osei Bonsu, Koryoe Anim-Wright, Personal Branding : A Systematic Literature Review, International Journal of Marketing Studies; Vol. 16, No. 1, 2024. ISSN 1918-719X E-ISSN 1918-7203
8. [8] Boztepe , T. H., Uses and gratifications approach, social media and personal branding: A study on social media users in Turkey. Communication Today, 10(1), 142–155., 2019.
9. [9] Bokodi Márta, Vezető leszek: Felkészülés a vezetői szerepre, Nemzeti Közszolgálati Egyetem, 2022. ISBN 978-963-498-521-1
10. [10] Arruda, W., ‘Brand connection’, Executive Excellence, 21(4): 4., 2004.
11. [11] Hai-Ming Chen and Hsin-Mei Chung, A scale for CEO personal brand measurement, S.Afr.J.Bus.Manage.,48(2), 2017. DOI: 10.4102/sajbm.v48i2.25
12. [12] Emet Gürel, Neslihan Özmelek Tas, Büsra CETIN, Ceo Brand and CEO Branding: A Conceptual Framework, NCM Publishing House, 2022. ISBN: 978-605-73822-7-6
13. [13] Erdoğmuş, N. & Esen, E. , Constructing the CEO Personal Brand: The Case of Four Pioneering CEOs in Turkey. Corporate Reputation Review. (21): 37–49., 2017. DOI:10.1057/s41299-017-0042-3.
14. [14] Gürel, E. & Arslan, E., Kişisel Marka ve Kişisel Markalaşma: Bir Literatür Çalışması. Ordu Üniversitesi Sosyal Bilimler Araştırmaları Dergisi. 10 (3): 694-706. 2020. DOI: 10.48146/odusobiad.788591.
15. [15] Ariyono Setiawan, Ahmad Mubarok, Efendi , Safitri Era Globalisasi, Ni Made Ika Marini, The Trend of Using Social Media Technology for Business Actors for the Branding Process. Technium Vol. 20, pp.42-48, 2024. ISSN: 2668-778X
16. [16] Baloghová Éva, Vállalati imázs hatása a munkavállalókra, Multidiszciplináris kihívások, sokszínű válaszok, BGE 2020. 1. szám, 2020. DOI: 10.33565/MKSV.2020.01.01
17. [17] Chovan Brigitta, Munkáltatói márkaépítés szerepe a fluktuáció csökkentésében, Közép-Európai Közlemények, XII. évf. 2019/2. No. 45 pp. 115-127.
18. [18] Azura Abdul Rahman, Nawal Esa Yazid Esa, Nurul Afiqah Ahmad, Employer Branding and Its Influence of Employee Retention: a Literature Review, International Journal Of Entrepreneurship and Management Practices, Volume 6 Issue 23 104-111, 2023. DOI: 10.35631/IJEMP.623008
19. [19] Macey, W.H., Schneider, B., ”The Meaning of Employee Engagement”, Industrial and Organizational Psychology, 1, 3-30., 2008.
20. [20] Héder-Rima Mária-Dajnoki Krisztina, Kultúrám a márkám – A munkáltatói márkaépítés és a szervezeti kultúra kapcsolata, Marketing & Menedzsment 2020. 2. szám, DOI: 10.15170/MM.2020.54.02.01
21. [21] Barizsné Hadházi, E.: Etikus vezetés, egy kutatás kezdetén. Int. J. Eng. Manag. Sci. 5 (1), 188-195, 2020.
22. [22] Godfrey, J., Mather, P. & Ramsay, A., Earnings and Impression Management in Financial Reports: The Case of CEO Changes. Abacus. 39: 95-123. 2003. DOI: 10.1111/1467-6281.00122.
23. [23] Balmer, J. M. T., Corporate identity, corporate branding and corporate marketing – Seeing through the fog. European Journal of Marketing, 35(3/4), 248–291., 2001. DOI: 10.1108/03090560110388971