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Identifying the Causes and Outcomes of Entrepreneur's Personal Brand Case Study: Isfahan City Entrepreneurs | ||
| پژوهشنامه مدیریت اجرایی | ||
| Volume 11, Issue 22, February 2020, Pages 207-228 PDF (698.96 K) | ||
| Document Type: Management & Organization | ||
| DOI: 10.22080/jem.2020.17732.3056 | ||
| Authors | ||
| Mojtaba Amani Beni1; Ali Nasr Isfahani* 2; Ali Shaemi Barzoki2; Hadi Teymouri2 | ||
| 1PH.D.candidate, Faculty of administrative sciences and economics, University of Isfahan, Isfahan, Iran | ||
| 2Associate Professor, Department of Management, University of Isfahan, Isfahan, Iran | ||
| Receive Date: 06 December 2019, Revise Date: 04 February 2020, Accept Date: 04 March 2020 | ||
| Abstract | ||
| The purpose of this research is to design a model to determine factors effecting on formation of personal brand between entrepreneurs in Isfahan city.This research is a kind of developing research based on the goal and based on the method is a basic-exploratory research that is done in a qualitative manner. The statistical population of the research includes 18 personal brands of entrepreneurs in Isfahan city that had been selected in the purposeful sampling and with attention to the saturation rule. The method of data collection is interview.The findings of the research in the qualitative section indicate that two categories of internal factor and external factors have influenced the formation of personal brand among entrepreneurs in Isfahan. Internal factor consist of apparent, personality and competency factor that arise from person and is not related to the invironment. External factors consist of social, organizational and familial factor that rooted in environmental factor. Also, Personal brand consist of individual, organizational and social outcomes. If the outcome related to person is as an individual out come, and if is related to organization is know as organizational and if it is related to environment is call as environmental factor. Findings in the quantitative part of the research show that internal factor and external factors with impact factor of 52. and 54. have influenced the formation of personal brand and personal brand. Personal brand with impact factor of .58 influenced on personal brand outcomes. | ||
| Keywords | ||
| Brand; Personal Brand; Personal Brand Outcome; Entrepreneur; Business | ||
| References | ||
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