Lični brend kao prediktor profesionalnog uspeha: Kvantitativna analiza percepcije i spremnosti za ulaganje
DOI:
https://doi.org/10.46793/Rev25111.001PKljučne reči:
lični brend, digitalna reputacija, profesionalni uspeh, investiranje u brend, percepcija vrednosti, PBE skalaApstrakt
Cilj ovog istraživanja bio je da se ispita percepcija i značaj ličnog brenda, kao i njegova povezanost sa digitalnom reputacijom, profesionalnim uspehom i spremnošću na ulaganje. Istraživanje je sprovedeno na uzorku od 144 ispitanika različitog pola, starosne dobi i radnog statusa, korišćenjem onlajn upitnika. Dobijeni rezultati ukazuju na visok nivo svesnosti o važnosti ličnog brenda i njegovom uticaju na profesionalni razvoj. Statističke analize pokazale su značajne pozitivne veze između važnosti ličnog brenda i percipiranog profesionalnog uspeha, kao i reputacije organizacije. Skala Personal Brand Equity (PBE) pokazala je visoku pouzdanost i konstrukcionu validnost. Iako razlike po polu i statusu nisu potvrđene zbog ograničenja uzorka, rezultati ukazuju na potrebu za daljim istraživanjima u ovoj oblasti. Rad nudi teorijske i praktične implikacije u domenu razvoja karijere, digitalne strategije i upravljanja ljudskim resursima.
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