personal branding

Purpose: Nowadays personal branding is considered a very important issue for specialists like the university professors, as one of the important classes of experts in the society, and the success criteria of personal branding activities is their perceived brand equity by the students. The purpose of present study is to investigate the effective factors involved in personal brand equity of university professors. Methodology: This is an applied study in terms of purpose and it is a survey-analytical study in terms of method. The statistical population consists of the students at Azad University Central Tehran Branch in Iran, Faculty of Management and the data were collected from 275 students using probability convenience sampling method. Structural equation modeling and SMART PLC has been used to test the hypotheses. Findings: The results show that competence of professors, the students' awareness of them and the instruction perceived quality by the students affect the professor brand equity through affecting the extent of attachment between the students and professors and the effect on the communicative variables such as commitment, trust and loyalty. Discussion: Today being good in what we are doing as an expert doesn’t pay off enough and we can’t expect others to know our competencies and respect that while we are not communicating those thing properly through personal branding. Findings show that university professors must take a good care of their awareness, competencies and perceived instructional qualities which all let them have higher brand equity through communicative variables and benefit a lot from that.

Brands are a symbol of product identity and even of human beings because much of a person's future success depends on his or her personal abilities and the use of available devices to build and develop a desirable image of oneself. Using personal branding can also be a tool for achieving professional success for athletes. The present study, regarding the purpose, is applied-developmental and, regarding the nature and method of data collection, is descriptive-correlational. The statistical population of this study consists of athletes in Sanandaj. From this population, using non-random sampling and based on the researcher's decision, 100 people were selected as sample members among the athletes of the city. The main tool for data collection in this study is a standard questionnaire and its validity was confirmed by professional professors in the management discipline and its total reliability was above 0.7. Regarding the type of research and variables, SPSS software and PLS software have been used to analyze statistical data and test research hypotheses. Based on the results of testing the hypotheses, all the used factors have a significant effect on professional success, among which self-modeling has the highest impact and self-promoting has the lowest impact on the professional success of athletes.