Document Type : Research Paper
Authors
1
PhD Candidate, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran
2
Associate Professor, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran
10.22051/bmr.2024.46202.2544
Abstract
A personal brand allows people to showcase their characteristics and expertise. The importance of personal brand in society is increasing day by day. By having a suitable personal brand, people can be more successful in society and achieve their goals. For this purpose, it is important to have information about personal branding. Therefore, the current research seeks to identify and prioritize the dimensions of the personal brand from the perspective of the audience. The statistical population of the research includes the users of the personal pages of people with a personal brand in four categories: athletes, actors, singers, and business consultants in December 2023. A sample of 400 people was selected from this population by stratified sampling method. The validity of the questionnaire was assessed through expert judgment and construct validity, while its reliability was confirmed using Cronbach's alpha coefficient. In order to analyze the research data and extract dimensions from exploratory factor analysis, Shannon's entropy was used in SPSS, LISREL, and EXCEL statistical software respectively to check and confirm the identified dimensions from the confirmatory factor analysis method and its prioritization. The findings of the research showed that the dimensions of personal brand, in order of importance, include performance ability, lifestyle, distinctiveness, competence, knowledge and experience, strategic ability, and responsibility.
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