Brand Yourself a Changemaker!

This article uses the case of social entrepreneurs or “Changemakers” to investigate the phenomenon of self-branding among knowledge workers. We argue that self-branding is not only the effect of a neoliberal regime of governmentality, but that this phenomenon could also represent the seed of a new a...

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Bibliographic Details
Published in:Journal of macromarketing 2013-03, Vol.33 (1), p.67-71
Main Authors: Bandinelli, Carolina, Arvidsson, Adam
Format: Article
Language:English
Subjects:
Emerging markets
Marketing
Neoliberalism
Social entrepreneurship
Studies
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