Defining personal brand, personal branding and personal brand equity

Szántó, Péter and Radácsi, László (2023) Defining personal brand, personal branding and personal brand equity. PROSPERITAS, 10 (3). No.-2. ISSN 2064-759X

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Abstract

This study examines the concept of personal brand equity (PBE) and the relationship between the constructs of personal brand (pb) and Personal Branding (PB). This article provides insight into the concept of PBE. The definition of the three main constructs and the corresponding key variables are reviewed based on the existing literature. The study defines the construct of Personal Brand Equity as the value added to an individual’s reputation by their personal branding efforts. The systematic literature review is based on the keywords of “Personal Branding” AND “personal brand” AND “personal brand equity”. This article proposes a framework for measuring PBE. The findings suggest that there are six groups of attributes that can best be measured using a Likert scale to estimate how strong one’s personal brand is and what value it represents. This study contributes to understanding PBE, pb, and PB from a theoretical perspective and to interpreting the findings as a process with identified inputs and outputs. It is necessary to conduct further empirical testing to assess the reliability and validity of PBE before any conclusions can be drawn about the model's effectiveness.

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