The intellectual paradigm and scientific mapping of international accounting personal branding researches

Companies are looking for accounting brands to get useful information supporting their economic decisions in today's turbulent world. The present paper aims to analyze scientific products in the field of personal branding in the field of accounting during 2005 to 2020. Following the interpretive paradigm, the present study had been conducted using a systematic review method and search terms defined in the web of science database on 75 articles, with the help of VOS viewer software (software in the field of Scientometrics). The use of Scientometrics techniques, as a new technique in the field of accounting and management, emphasizes the intellectual paradigm governing personal branding in international research for the accounting industry’s managers and highlights the research opportunities and weaknesses in this field. An in-depth analysis of the articles showed that the most research was in the United States. Research also suggests that accountants in order to become a personal brand need to reinforce certain characteristics, such as responsibility, distinction, humility, risk-taking, honesty, and professional knowledge.