Personal Brand as a Predictor of Professional Success: A Quantitative Analysis of Perception and Willingness to Invest
DOI:
https://doi.org/10.46793/Rev25111.001PKeywords:
personal brand, digital reputation, professional success, brand investment, perceived value, PBE scaleAbstract
The aim of this research was to examine the perception and significance of personal branding, as well as its connection with digital reputation, professional success, and willingness to invest in one’s personal brand. The study was conducted on a sample of 144 respondents of different genders, age groups, and employment statuses, using an online questionnaire. The results indicate a high level of awareness of the importance of personal branding and its impact on professional development. Statistical analyses revealed significant positive relationships between the perceived importance of personal branding and both professional success and organizational reputation. The Personal Brand Equity (PBE) scale demonstrated high reliability and construct validity. Although differences by gender and employment status were not confirmed due to sample limitations, the findings point to the need for further research in this field. The paper offers both theoretical and practical implications in the areas of career development, digital strategy, and human resource management.
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