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

Péter Szántó, Árpád Papp-Váry () and László Radácsi
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Péter Szántó: Doctoral School of Entrepreneurship and Business, Budapest Business University, 1087 Budapest, Hungary
Árpád Papp-Váry: Department of Marketing, Faculty of International Management and Business, Budapest University of Economics and Business, 1165 Budapest, Hungary
László Radácsi: Faculty of Business, Communication and Tourism, Budapest Metropolitan University, 1148 Budapest, Hungary

Administrative Sciences, 2025, vol. 15, issue 4, 1-33

Abstract: 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.

Keywords: Personal Branding; Personal Brand Equity; career development; measurement framework; strategic branding (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2025
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