Self-Perceived Personal Brand Equity of Knowledge Workers by Gender in Light of Knowledge-Driven Organizational Culture: Evidence From Poland and the United States

Abstract

This study contributes to the limited literature on the personal branding of knowledge workers by revealing that a culture that incorporates knowledge, learning, and collaboration supports (explicit and tacit) knowledge sharing among employees and that sharing matters for knowledge workers’ self-perceived personal brand equity. Analysis of 2,168 cases from the United States and Poland using structural equation modeling (SEM) showed that this knowledge-sharing mechanism differs by country and gender. Findings revealed that in the United States, the knowledge culture and collaboration culture are highly correlated and dominate the learning culture. In both countries, the mistake acceptance component of the learning culture is not supported by knowledge culture as strongly as is the climate component. These findings reveal a bias concerning the acceptance of mistakes as a potential source of learning observed if the culture of knowledge dominates. Moreover, this study uncovers some significant gender differences that might be caused by the gender stereotypes existing in STEM (science, technology, engineering, mathematics). Finally, the study confirms that knowledge workers’ personal branding is a potent motive to smoothen and increase the knowledge-sharing flow in knowledge-driven organizations.