Identifying the Causes and Outcomes of Entrepreneur's Personal Brand Case Study: Isfahan City Entrepreneurs

Document Type : Management & Organization

Authors

1 PH.D.candidate, Faculty of administrative sciences and economics, University of Isfahan, Isfahan, Iran

2 Associate Professor, Department of Management, University of Isfahan, Isfahan, Iran

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

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History

  • Receive Date: 06 December 2019
  • Revise Date: 04 February 2020
  • Accept Date: 04 March 2020

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