文章基本信息

标题：The personal and professional brand in the economy of reputation.
其他标题：La marca personal y profesional en la economía de la reputación
本地全文：下载
作者：Isabel Iniesta-Alemán
期刊名称：International Review of Communication and Marketing Mix
电子版ISSN：2605-0447
出版年度：2019
卷号：2
期号：1
页码：61-73
DOI：10.12795/IROCAMM.2019.v02.i01.06
出版社：Universidad de Sevilla
摘要：Reputation is the actual battle camp on which all organizations compete. It is a fact that most advertising agencies do not show the professional profiles of their own managers as a valuable token in the communication of their company. In our research, we consider that this may occur because advertisers do not appreciate this information when choosing their advertising and communication service partner. Another assumption that we analyze is that many agencies do not have, in their management team, people whose training or professional background would be enough to openly compete with other agency managers. We used methodological triangulation to evaluate these two hypotheses. In the conclusions of our investigation, we observed that there is a certain opacity in terms of the professional merits of those agency managers when offering their services, since they do not share data on their academic training or professional career. We nevertheless deduce that it is very important for advertisers to know the professionalism of those who are going to be hired in the area of corporate communication. Those who use social networks more professionally are getting a greater market share.
关键词：Advertising; brand; marketing; networks; reputation; trust.