Smoke and Mirrors? Personal branding for female entrepreneurs: an impression management perspective

    Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


    Developing a personal brand is conceived as a means to achieve visibility and differentiation. Studies in employment settings argue it is a vital modern competency but a search of the extant literature finds there is little written about the process of personal branding for entrepreneurs or the experience of female entrepreneurs in particular. Whilst the number of female entrepreneurs is on the rise in the UK, more tailored advice is required to help them achieve their potential. Personal branding is of particular interest here as there is often no distinction between entrepreneurs marketing their businesses and entrepreneurs marketing themselves. New communication platforms have also lowered the barriers to communicating a personal brand; providing unprecedented opportunities for self-presentation. Critics perceive a focus on the construction of an image which might suggest that this is little more than smoke and mirrors whilst others argue authenticity is vital. This exploratory paper will use Impression Management theory to frame a qualitative study of the experience of female entrepreneurs in developing and communicating a personal brand and reflect on any challenges faced particularly as women using self-promotion are often perceived to be more competent but less likable. Thematic analysis will be used to identify commonalities.
    Original languageEnglish
    Title of host publication2015 Academy of Marketing Conference
    Subtitle of host publicationThe magic in marketing
    EditorsLisa O'Malley
    PublisherAcademy of Marketing
    ISBN (Print)9781905952649
    Publication statusPublished - Jul 2015
    EventAcademy of Marketing Conference 2015: The magic of Marketing - University of Limerick, Limerick, Ireland
    Duration: 7 Jul 20159 Jul 2015


    ConferenceAcademy of Marketing Conference 2015
    Abbreviated titleAM2015
    Internet address


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