The Effect of Cultural Components on Personal Brand Model Based on Individual Competencies

Subject Areas : Journal of Cultural Management

Sedigheh Saemian ¹ (مسئول مکاتبات)
Moghadaseh Mohamadian ² (ندارد)
Hamied mirmoeini ³ (ندارد)
Farzaneh shahrokhy ⁴ (ندارد)

Received: 2014-02-17 Accepted : 2014-05-10 Published : 2013-12-22

Keywords: Personal Brand, Individual Competencies, Values and beliefs, motivational patterns,

Abstract :

Introduction and Research Goal: Personal branding is a procedure that individuals and their expertise are marked as commercial brands by using it. On other words, the implementation of this procedure leads to a specific sense of recognition, and a memorable and perfect feeling in the owner of the brand. Hence, the recognition of these fields for participation in competitive environments with a variety of management functions, and also turning the activities to multipurpose ones became one of the main requirements for skills development. With such a background, the present investigation aimed to investigate the Effect of Cultural Components on Personal Brand Model Based on Individual Competencies.Research Methodology: 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 0.80 The structural validity was used to check the reliability of the questionnaire, 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.Finding: According to obtaining findings from Standardized coefficients and t-statistics, total of effective cultural components had direct and significant impact on personal brand (-2.58 < t < 2.58 and Standardized coefficients was positive)Conclusion: The results of the present research demonstrated the proper fit of the model based on the effect of the dimensions of cultural components such as Values and beliefs, motivational patterns, lifestyles, and tolerance of ambiguity on personal brand based on individual competencies in the fields of knowledge, skill and attitude.