Research Gap in Personal Branding: Understanding and Quantifying Personal Branding by Developing a Standardized Framework for Personal Brand Equity Measurement

Szántó, Péter és Papp-Váry, Árpád Ferenc és Radácsi, László (2025) Research Gap in Personal Branding: Understanding and Quantifying Personal Branding by Developing a Standardized Framework for Personal Brand Equity Measurement. ADMINISTRATIVE SCIENCES, 15 (4). ISSN 2076-3387

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Personal Branding (PB) has gained significant attention in recent years, especially in career advancement and business success. This study addresses the research gap in Personal Brand Equity (PBE) measurement by developing and validating a standardized framework. Using mixed-methods research combining interviews with 10 professionals and surveys of 396 individuals across diverse professional categories, the study identifies and validates three dimensions of PBE: Brand Appeal, Brand Differentiation, and Brand Recognition. Factor analysis revealed six critical attributes influencing PBE (visibility, credibility, differentiation, online presence, professional network, and reputation) and distinguished between external- and self-Personal Brand Equity components. Data were analyzed using exploratory and confirmatory factor analyses (EFA and CFA), with reliability assessed through Cronbach’s alpha (>0.7). Findings demonstrate significant correlations between high PBE scores and positive career outcomes including job satisfaction, salary progression, and advancement opportunities. The resulting Personal Brand Equity Scale (PBES) provides both a measurement tool for professionals seeking to enhance their personal brands and a validated framework for future academic research on personal branding effectiveness.

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társadalomtudományok > média- és kommunikációs tudományok

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Mű tipusa:	Cikk
SWORD Depositor:	Teszt Sword
Felhasználó:	Csaba Horváth
A mű MTMT azonosítója:	MTMT:36100033
Dátum:	15 Máj 2025 09:58
Utolsó módosítás:	15 Máj 2025 09:58
URI:	http://publicatio.uni-sopron.hu/id/eprint/3623

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