Crafting a personal brand has become an important factor for career success. Despite the growing literature on topics associated with personal brands, the conceptualization and measurement of personal brand equity (PBE) have received little attention. By drawing upon and integrating the marketing and careers literatures on branding, we reconceptualized the definition of PBE and delineated its dimensions and conceptual boundaries. Furthermore, we developed a 12-item scale to measure PBE. Among seven different samples (total N = 3,273), including two samples of employees, this study tested the construct and criterion-related validity of the PBE scale. First, exploratory and confirmatory factor analyses supported a three-dimensional structure of PBE (brand appeal, brand differentiation, and brand recognition). In two samples, the convergent and discriminant validity of the PBE scale was established. Finally, this study showed that PBE predicts perceived employability, career success, and job performance. The PBE scale offers new opportunities to understand and measure career behaviors by considering individuals’ personal brand positioning.

中文翻译：

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个人品牌资产：规模开发和验证

打造个人品牌已成为职业成功的重要因素。尽管关于个人品牌相关主题的文献越来越多，但个人品牌资产(PBE)的概念化和衡量却很少受到关注。通过借鉴和整合关于品牌的营销和职业文献，我们重新定义了 PBE 的定义并描绘了它的维度和概念边界。此外，我们开发了一个 12 项的量表来衡量 PBE。在七个不同的样本中（总共N = 3,273)，包括两个员工样本，本研究测试了 PBE 量表的结构和标准相关的有效性。首先，探索性和验证性因素分析支持 PBE 的三维结构（品牌吸引力、品牌差异化和品牌认知度）。在两个样本中，建立了 PBE 量表的收敛效度和区分效度。最后，这项研究表明 PBE 可以预测感知的就业能力、职业成功和工作绩效。PBE 量表通过考虑个人的个人品牌定位，提供了理解和衡量职业行为的新机会。