The Explanation of Competence Development Model of Personal Brand

Document Type : Research

Authors

1 Assistance Professor, Shahid Beheshti University

2 Associate Proessor, Shahid Beheshti University.

3 Assistance Professor Shahid Beheshti University.

4 PhD. Shahid Beheshti University

Abstract

The present investigation aimed to investigate the impacts of effective components on personal brands based on individual competencies in the framework of cultural, social and professional components. The collected data was obtained from 94 persons who owned brands in Iran in 2013 by using researcher made questionnaire. The reliability of the questionnaire was calculated by employing Cronbach’s alpha method, which was 0.85. The structural validity was used to check the reliability of it, and the results validated the research tool. The data was analyzed through Structural Equation Modelling (SEM), Smart PLS software and Multiple Regression (MP), and the final model was presented in this paper. The results of the present research demonstrated the proper fit of the model based on the effect of the dimensions of cultural, social and professional components and their subdirectories on personal brands based onindividual competencies in the fields of knowledge, skill and attitude.

Keywords

References

 
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Journal of Strategic Management Studies
Volume 5, Issue 17
June 2014
Pages 93-112

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History

  • Receive Date: 26 June 2013
  • Revise Date: 13 June 2019
  • Accept Date: 04 February 2014

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