identifying and ranking effective factors of personal brand on customer satisfaction

Naser Azad¹ Sedigheh Sadeghi Fishani²

1) Assistant Professor Islamic Azad University, South Tehran Branch
2) Master of Business Administration, Islamic Azad University, South Tehran Branch

IOI Code : XCCB-EDGGH
Publication : 9th International Conference on Management, World Trade, Economics, Finance and Social Sciences(mwtconf.ir)
Abstract :
    The personal brand refers to the creation and management of the registration and promotion of individual strengths and uniqueness to the target audience, by people who use marketing principles for their advertising purposes. This study aims to identify and rank the components of personal brand in Pasargad insurance company. using descriptive - correlation method in the statistical community of Pasargad insurance in Tehran province, the statistical sample of 288 people constructed through online questionnaire was calculated by using structural equation modeling through AMOS software. Total reliability of the questionnaire was calculated using the Cronbach s alpha method. also, exploratory analysis has been used to calculate the validity of the tool by factor analysis the highest effect of the personal brand name is positive and significant (0.50), the ability to leverage personal brand names positive and significant (0.46) the uniqueness of personal brand name has a positive and significant effect (0.42), the techniques of personal brand name have positive and significant effect (0.41) and personal brand services have a positive and significant effect (0.37) on customer satisfaction. The lowest amount of work is related to the elements of the personal brand identity (0.06) and the special value of the personal brand name (0.02).

Keywords : personal branding customer satisfaction personal brand credibility personal brand permeability personal brand creation techniques