{"id":"https://openalex.org/W44717908","doi":"https://doi.org/10.1007/978-3-8349-6006-1_25","title":"Personal Branding and the Role of Public Relations","display_name":"Personal Branding and the Role of Public Relations","publication_year":2010,"publication_date":"2010-01-01","ids":{"openalex":"https://openalex.org/W44717908","doi":"https://doi.org/10.1007/978-3-8349-6006-1_25","mag":"44717908"},"language":"en","primary_location":{"id":"doi:10.1007/978-3-8349-6006-1_25","doi":"https://doi.org/10.1007/978-3-8349-6006-1_25","is_oa":false,"landing_page_url":"https://doi.org/10.1007/978-3-8349-6006-1_25","pdf_url":null,"source":{"id":"https://openalex.org/S4306463307","display_name":"Gabler eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Advances in Advertising Research (Vol. 1)","raw_type":"book-chapter"},"volume":{"id":"https://openalex.org/W4241593147","display_name":"Advances in Advertising Research (Vol. 1)"},"type":"book-chapter","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5058274982","display_name":"Karl Nessmann","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4210166741","display_name":"University of Klagenfurt","ror":"https://ror.org/05q9m0937","country_code":"AT","type":"education","lineage":["https://openalex.org/I4210166741"]}],"countries":["AT"],"is_corresponding":true,"raw_author_name":"Karl Nessmann","raw_affiliation_strings":["Alpen-Adria University of Klagenfurt, Klagenfurt, Austria","Alpen-Adria University of Klagenfurt"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alpen-Adria University of Klagenfurt, Klagenfurt, Austria","institution_ids":["https://openalex.org/I4210166741"]},{"raw_affiliation_string":"Alpen-Adria University of Klagenfurt","institution_ids":["https://openalex.org/I4210166741"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5058274982"],"corresponding_institution_ids":["https://openalex.org/I4210166741"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":17,"citation_normalized_percentile":{"value":0.03039751,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":97},"biblio":{"volume":null,"issue":null,"first_page":"377","last_page":"395"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.4975999891757965,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.4975999891757965,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11121","display_name":"Public Relations and Crisis Communication","score":0.4392000138759613,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12738","display_name":"Corporate Identity and Reputation","score":0.029100000858306885,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/personal-branding","display_name":"personal branding","score":1.0},{"id":"https://openalex.org/keywords/public-relations","display_name":"public relations","score":0.9710000157356262},{"id":"https://openalex.org/keywords/celebrity-marketing","display_name":"celebrity marketing","score":0.9729999899864197},{"id":"https://openalex.org/keywords/brand-image","display_name":"brand image","score":0.5690000057220459},{"id":"https://openalex.org/keywords/public-figures","display_name":"public figures","score":0.7639999985694885},{"id":"https://openalex.org/keywords/image-management","display_name":"image management","score":0.4180000126361847}],"concepts":[{"id":"https://openalex.org/C123403432","wikidata":"https://www.wikidata.org/wiki/Q654068","display_name":"Visibility","level":2,"score":0.6896228790283203},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.49039435386657715},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.48717162013053894},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.4817228615283966},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.44619283080101013},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.32362139225006104},{"id":"https://openalex.org/C205649164","wikidata":"https://www.wikidata.org/wiki/Q1071","display_name":"Geography","level":0,"score":0.0818464457988739},{"id":"https://openalex.org/C153294291","wikidata":"https://www.wikidata.org/wiki/Q25261","display_name":"Meteorology","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1007/978-3-8349-6006-1_25","doi":"https://doi.org/10.1007/978-3-8349-6006-1_25","is_oa":false,"landing_page_url":"https://doi.org/10.1007/978-3-8349-6006-1_25","pdf_url":null,"source":{"id":"https://openalex.org/S4306463307","display_name":"Gabler eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Advances in Advertising Research (Vol. 1)","raw_type":"book-chapter"}],"best_oa_location":null,"sustainable_development_goals":[],"sustainable_development_goals_aurora":[{"score":0.5199999809265137,"display_name":"Gender equality","id":"https://metadata.un.org/sdg/5"}],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":38,"referenced_works":["https://openalex.org/W72942310","https://openalex.org/W76020531","https://openalex.org/W109851451","https://openalex.org/W127829956","https://openalex.org/W128959523","https://openalex.org/W133568039","https://openalex.org/W176988211","https://openalex.org/W564334524","https://openalex.org/W613222571","https://openalex.org/W622612001","https://openalex.org/W635368769","https://openalex.org/W636527519","https://openalex.org/W638155742","https://openalex.org/W647387337","https://openalex.org/W1518387312","https://openalex.org/W1535872119","https://openalex.org/W1562075333","https://openalex.org/W1570640121","https://openalex.org/W1596513305","https://openalex.org/W1603980641","https://openalex.org/W1832791411","https://openalex.org/W1867200411","https://openalex.org/W1996895813","https://openalex.org/W2051560935","https://openalex.org/W2142430139","https://openalex.org/W2318347494","https://openalex.org/W2337042093","https://openalex.org/W2415155711","https://openalex.org/W2492548992","https://openalex.org/W2916186937","https://openalex.org/W2941399423","https://openalex.org/W3114533968","https://openalex.org/W3168405425","https://openalex.org/W4230543467","https://openalex.org/W4237928654","https://openalex.org/W4285719527","https://openalex.org/W6761861957","https://openalex.org/W6830847795"],"related_works":["https://openalex.org/W638155742","https://openalex.org/W4389634376","https://openalex.org/W2438828515","https://openalex.org/W7034861181","https://openalex.org/W3041635275","https://openalex.org/W636527519","https://openalex.org/W6913031267","https://openalex.org/W2182341055","https://openalex.org/W7164194600","https://openalex.org/W1976336800"],"abstract_inverted_index":{"Personal":[0,168],"Branding":[1],"is":[2,177],"becoming":[3],"an":[4],"important":[5],"factor,":[6],"above":[7],"all":[8,132,180],"in":[9,182,195],"connection":[10],"with":[11,52,120,126,162],"the":[12,41,53,57,61,90,108,115,127,153,163,172,183,196,205],"marketing":[13],"of":[14,101,107,131,159,188],"individuals":[15,38,65],"(personality":[16],"or":[17],"celebrity":[18],"marketing).":[19],"Agencies":[20],"and":[21,28,32,43,70,79,83,99,123,156,169,203],"consultants":[22],"are":[23],"increasingly":[24],"accompanying":[25],"politicians,":[26],"businessmen":[27],"women,":[29],"scientists,":[30],"artists":[31],"sports":[33],"professionals":[34],"as":[35,37,46],"well":[36],"from":[39,143],"showbiz,":[40],"fashion":[42],"TV":[44],"worlds":[45],"they":[47],"become":[48],"public":[49,144],"figures/personal":[50],"brands,":[51],"result":[54],"that":[55,175],"over":[56],"last":[58],"50":[59],"years,":[60],"branding":[62],"process":[63,185],"for":[64,77,88,118,139],"has":[66],"increased":[67],"substantially.":[68],"Marketing":[69,100],"PR":[71,125,193],"experts":[72,111],"have":[73,84],"developed":[74],"many":[75],"strategies":[76],"achieving":[78],"sustaining":[80],"high":[81],"visibility":[82,197],"refined":[85],"their":[86,189],"methods":[87],"delivering":[89],"brand.":[91],"In":[92,152],"his":[93,121],"book,":[94],"\"High":[95,160],"Visibility.":[96],"The":[97,191],"Making":[98],"Professionals":[102],"into":[103],"Celebrities\",":[104],"Kotler,":[105],"one":[106],"best":[109],"known":[110],"on":[112],"marketing,":[113],"analysed":[114],"US":[116],"market":[117],"celebrities":[119],"team":[122],"attributed":[124],"most":[128,136,140],"dominant":[129],"role":[130,192],"communication":[133],"disciplines:":[134],"\"the":[135],"essential":[137,178],"support":[138],"aspirants":[141,181],"comes":[142],"relations\"":[145],"(cf.":[146],"Rein":[147],"et":[148,209],"al.,":[149,210],"1997:":[150],"268).":[151],"third":[154],"(revised":[155],"expanded)":[157],"edition":[158],"Visibility\"":[161],"new":[164],"subtitle":[165],"\"Transforming":[166],"Your":[167],"Professional":[170],"Brand\"":[171],"authors":[173],"claim":[174],"\"PR":[176],"because":[179],"visibility-marketing":[184],"need":[186],"distribution":[187],"image.":[190],"plays":[194],"industry":[198],"involves":[199],"enabling,":[200],"designing,":[201],"managing,":[202],"protecting":[204],"brand":[206],"image\"":[207],"(Rein":[208],"2006:":[211],"290).":[212]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":2},{"year":2024,"cited_by_count":2},{"year":2023,"cited_by_count":1},{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":2},{"year":2020,"cited_by_count":4},{"year":2019,"cited_by_count":2},{"year":2016,"cited_by_count":1},{"year":2014,"cited_by_count":1}],"updated_date":"2026-10-16T09:59:22.235173","created_date":"2016-06-24T00:00:00"}