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在创作者经济蓬勃发展的今天，个人品牌（Person-Brands）已从简单的“个人影响力”演变为价值创造与捕获的核心载体。无论是社交媒体上的内容创作者，还是跨界创业的行业领袖，个人品牌通过独特的资源整合与价值网络构建，正在重塑市场规则。研究表明，成功的个人品牌不仅能吸引高粘性受众，还能撬动平台、企业和资本的多方资源，形成可持续的商业生态。然而，如何系统性地实现价值捕获，仍是许多个人品牌面临的关键挑战。
本文精选3篇发表于《International Journal of Research in Marketing》《Journal of Marketing Research》《Journal of the Academy of Marketing Science》等杂志的研究，从价值捕获模式、在线注意力经济管理到人-品牌共生关系，深入解析个人品牌的运作机制与实践策略。
1. From Fame and Followers to Fortune: How Person-Brands Capture Value in the Creator Economy
从名气到财富：创作者经济中个人品牌的价值捕获之道
期刊：International Journal of Research in Marketing
作者：Dolbec, Pierre-Yann; Smith, Andrew N.
发表日期：2025年3月
英文摘要：
Person-brands are key market actors in the creator economy, yet we lack a comprehensive understanding about how they capture the value they create. This research answers how by analyzing over 100 person-brands across diverse markets. We develop a novel framework for theorizing value capture by introducing the concept of value capture mode. We then detail three modes—Advertiser, Entrepreneur, and Professional—each involving unique strategies, resource bundling practices, activities, and risks. Our research reveals how person-brands bundle resources from value networks in the creator economy comprising audiences, brands, and platforms. It further explains how person-brands grow value capture through concentration, mode-spanning, and field-bridging approaches, providing insights into value network expansion and extraction by person-brands. We offer recommendations and research avenues for three key actors in the creator economy: person-brands, organizations, and platforms. For person-brands, we recommend targeting high-return opportunities through scalable, recurring, aligned, and recursive activities, and optimizing network positions by building communities, balancing centralization and diversification, establishing direct communication channels, and developing independent platforms. For organizations, we suggest investing in person-brands as partners rather than marketing tools, with specific strategies for each mode. For platforms, we recommend providing tailored tools and features to support person-brands’ value capture efforts in each mode.
中文摘要：
个人品牌是创作者经济中的关键市场参与者，但我们对它们如何捕获所创造的价值缺乏全面理解。本研究通过分析跨多个市场的100多个个人品牌，提出了价值捕获模式的新框架，并详细阐述了三种模式——广告商、企业家和专业人士。每种模式均涉及独特的策略、资源整合实践、活动与风险。研究揭示了个人品牌如何从受众、品牌和平台构成的价值网络中整合资源，并通过聚焦、跨模式联动和跨界连接实现价值捕获的增长，为个人品牌的价值网络扩展与价值提取提供了深刻见解。对于个人品牌，研究建议通过可扩展、可重复、目标对齐且具备迭代性的活动瞄准高回报机会，并通过构建专属社群以强化归属感、在资源集中化与多元化布局间寻求平衡、建立直接沟通渠道减少平台依赖、开发独立平台增强自主控制权等方式优化网络定位；对企业组织，研究主张将个人品牌视为战略合作伙伴而非营销工具，并针对不同价值捕获模式制定专属策略；对平台方，研究呼吁提供模式适配的赋能工具。
2. Pay Attention, Please! Person Brand Building in Organized Online Attention Economies
请注意！组织化在线注意力经济中的个人品牌建设
期刊：Journal of the Academy of Marketing Science
作者：Smith, Andrew N.; Fischer, Eileen
发表日期：2021年6月
英文摘要：
Individuals increasingly seek to establish person brands on digital platforms that create organized online attention economies, which bring together attention seekers and audiences. While prior research has taught us much about how individuals develop person brands, there is limited guidance on how they attract and retain engaged attention (that is, attention that includes interaction) on such platforms. Through an inductive analysis of qualitative data obtained from a digital platform on which more than 16,000 authors compete for the attention of more than 13 million audience members, we develop theory regarding the iterative process by which person brands attract engaged attention in such online attention economies. Our paper offers practical insights to those seeking to attract attention and increase audience engagement online, as well as guidance to marketers and platform managers interested in taking advantage of this phenomenon.
中文摘要：
在组织化的在线注意力经济中，个人品牌的构建需要吸引并维持“互动性注意力”。本研究通过对一个拥有16000名创作者与1300万受众的数字化平台进行质性分析，揭示了个人品牌如何通过迭代过程吸引深度互动。研究发现，成功的个人品牌需持续调整内容策略、建立情感共鸣，并通过算法优化提升可见性。研究为平台管理者提供了设计激励机制的建议，以促进创作者与受众的双向价值交换。本研究为致力于在线吸引关注并提升受众参与度的实践者提供了实用洞见，同时也为希望把握这一趋势红利的营销从业者与平台运营者提供了行动指南。
3. Putting the Person Back in Person-Brands: Understanding and Managing the Two-Bodied Brand
回归人性：双体化个人品牌的管理与启示
期刊：Journal of Marketing Research
作者：Fournier, Susan; Eckhardt, Giana M.
发表日期：2019年8月
英文摘要：
This article provides insight into the management of brands that are also people by unpacking the interdependencies that exist between people and brands and focusing on the qualities that make person-brands human rather than on the qualities that make them brands. Using the extended case method to examine 20 years of public data about the Martha Stewart brand, the authors highlight the interdependent relationship between the person and the brand—in particular, consistency and balance—and identify four aspects of the person that can upset these interdependencies: mortality, hubris, unpredictability, and social embeddedness. Mortality and hubris can cause imbalance, but with the right skills and structures, these factors can be proactively managed. Inconsistency in the meanings of the person versus the brand can derive from the person's unpredictability and social embeddedness and compromise brand value, but it may also enhance brand value by adding needed intimacy and authenticity. This two-bodied conceptualization suggests renewed management principles and contributes to branding theory through identification of the doppelganger within, new brand strength facets, and emphasis on risk versus returns.
中文摘要：
本文以Martha Stewart品牌为案例，揭示了“人”与“品牌”的双体化依存关系。研究发现，个人品牌需维持人性特质（如真实性与情感连接）与品牌化需求（如一致性与可控性）的平衡。然而，个人特质中的“生命有限性”“自我膨胀”“不可预测性”和“社会嵌入性”可能打破这种平衡。研究提出，管理者需通过制度设计（如继任计划）和风险对冲策略，降低人性特质对品牌价值的负面影响。人类有限性与自我膨胀可能导致个人品牌失衡，但通过建立制度性能力，可主动管控此类风险。个人与品牌间的意义不一致性源于人性的不可预测与社会关系嵌入性，这类矛盾虽可能削弱品牌价值，但也能通过注入必要的亲密感与真实性提升品牌资产。这种“双体化”概念重构了品牌管理原则，为品牌理论贡献了三个新维度：揭示品牌内在的二重性、拓展品牌优势的多元面向，以及重新权衡人性化运营中的风险与回报。
结语
本期研究揭示了个人品牌在价值捕获、注意力竞争与人性化运营中的复杂机制。研究指出，成功的个人品牌需选择适配的价值模式（如广告、创业或专业化），通过资源整合与网络扩展实现规模化收益；在注意力经济中，需通过动态调整内容策略与算法优化提升互动深度；而人性化特质既是品牌差异化的核心，也可能成为系统性风险来源。
对从业者而言，建立独立沟通渠道、平衡中心化与多元化资源布局、投资长期关系网络是提升价值捕获能力的关键。对平台方，需提供定制化工具支持不同模式的创作者，并设计激励机制促进良性竞争。未来，随着生成式AI与虚拟人技术的普及，个人品牌的“人性”边界将进一步拓展，如何维持真实性与商业化的平衡，将成为新的研究命题。
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