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.

This study examines the concept of personal brand equity (PBE) and the relationship between the constructs of personal brand (pb) and Personal Branding (PB). This article provides insight into the concept of PBE. The definition of the three main constructs and the corresponding key variables are reviewed based on the existing literature. The study defines the construct of Personal Brand Equity as the value added to an individual’s reputation by their personal branding efforts. The systematic literature review is based on the keywords of “Personal Branding” AND “personal brand” AND “personal brand equity”. This article proposes a framework for measuring PBE. The findings suggest that there are six groups of attributes that can best be measured using a Likert scale to estimate how strong one’s personal brand is and what value it represents. This study contributes to understanding PBE, pb, and PB from a theoretical perspective and to interpreting the findings as a process with identified inputs and outputs. It is necessary to conduct further empirical testing to assess the reliability and validity of PBE before any conclusions can be drawn about the model's effectiveness.

In recent years, Personal Branding is gaining more and more attention as a concept in academica, within the fields of management and business studies. Even-though having more than 100 academic studies published on the phenomenon to this date, connecting the concept with areas like management, psychology, communication, entrepreneurship and others, it lacks fundamentals, due to factors such as, diversity of definitions and finding its place within academia. Being a fragmented research area, it is crucial to get an understanding of its origins and draw a clear path of its heterogeneous nature in order to create a base for advancement of research both in theoretical and empirical aspects. This paper aims to review the origins and contemporary literature and show directions of an integrated model of standardization of the effect of Personal Branding on Business Development. By conducting a systematic literature review, the paper 1) identifies key characteristics of constructs, 2) compares the existing theoretical models and their findings, and 3) analyzes concepts in order to propose a widely usable definition of Personal Branding. The summary of the literature review results in a proposed outline of models, trends, drivers, outcomes, and processes as well, based on the findings of other reviewed studies. The review keeps an important highlight on not only scientific, but real life practical usability as well. Finally, the paper outlines the further touchpoints of research that can be discussed in order to understand the phenomenon of Personal Branding as a determinative factor within the success metrics of business development.

Personal Branding is one of the emerging constructs that is being discussed within management studies. Sitting on the intersection of variety of social sciences, at this stage of research it lacks the foundations which results in the lack of broadly accepted definition. In order to overcome this stage and to support academic advancement, this paper gathers the construct’s origins, theoretical heritage and previous empirical researches, based on existing literature. Based on the findings and connections between relevant constructs and attributes, a new point of view is introduced that serves for a widely acceptable definition.

Purpose – This article aims to bring focus to the practical scenarios, individuals and businesses can use to build a strong Personal Brand. It raises directions on how PB can lead to business success, both financial and business goals-wise. Methodology/Approach – A sentiment analysis is used for understanding what strong Personal Branding is that serves as an quantitative indicator for this study. This article follows their traits in order to drive future research directions. Findings – An indisputable growth is shown of Personal Branding as an academic phenomenon. The COVID-19 pandemic amplified its importance in both digital and offline words. Furthermore, the principles of the circular economy provide a framework for sustainable personal branding, emphasizing resource efficiency and long-term adaptability. The article shows connections to employee branding, as well as methodological approaches and metrics that might be used for standardized measurement.

Purpose – The purpose of this paper is to provide an overview of the current state of research of the relation of CE in FBs. It also examines future research opportunities in the field. Methodology/approach – A systematic review of literature was undertaken during the period of September 2021 and January 2022. According to Scopus, out of the 98 relevant articles to Family Business and Corporate Entrepreneurship published in a span of 22 years (1999-2021), the first appeared in academic research in 1999. In the approach they were searched using related keywords and specific selection criteria. Findings – There is a huge gap between CE and FB literature. Generalization cannot be undertaken due to the fact that most of the research focuses on (very) small businesses, while SMEs play a major role in the global economy. Originality/value – By identifying FB and CE as connecting antecedents, this paper suggests that their interconnection shall be further investigated and that the entrepreneurial effect is relevant in FBs.