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

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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
    Lámfalussy Research Center, Faculty of Economics, University of Sopron, 9400 Sopron, Hungary)

  • László Radácsi

    (Faculty of Business, Communication and Tourism, Budapest Metropolitan University, 1148 Budapest, Hungary)

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.

Suggested Citation

  • Péter Szántó & Árpád Papp-Váry & László Radácsi, 2025. "Research Gap in Personal Branding: Understanding and Quantifying Personal Branding by Developing a Standardized Framework for Personal Brand Equity Measurement," Administrative Sciences, MDPI, vol. 15(4), pages 1-33, April.
    • Handle: RePEc:gam:jadmsc:v:15:y:2025:i:4:p:148-:d:1637245
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    References listed on IDEAS

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    1. Sandra Maria Correia Loureiro & Rui Lopes & Hans Ruediger Kaufmann, 2014. "How brand personality, brand identification and service quality influence service brand equity," Cogent Business & Management, Taylor & Francis Journals, vol. 1(1), pages 1-1, October.
    2. Labrecque, Lauren I. & Markos, Ereni & Milne, George R., 2011. "Online Personal Branding: Processes, Challenges, and Implications," Journal of Interactive Marketing, Elsevier, vol. 25(1), pages 37-50.
    3. Jean-Noël Kapferer & Audrey Azoulay, 2003. "Do brand personality scales really measure brand personality?," Post-Print hal-00781544, HAL.
    4. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    5. Wioleta Kucharska, 2024. "Self-Perceived Personal Brand Equity of Knowledge Workers by Gender in Light of Knowledge-Driven Organizational Culture: Evidence From Poland and the United States," SAGE Open, , vol. 14(1), pages 21582440241, January.
    6. Joel R. Evans, 2017. "A strategic approach to self-branding," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 27(4), pages 270-311, October.
    7. Sandra Maria Correia Loureiro & Rui Lopes & Hans Ruediger Kaufmann, 2014. "How brand personality, brand identification and service quality influence service brand equity," Cogent Business & Management, Taylor & Francis Journals, vol. 1(1), pages 981329-9813, December.
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