Identification of Effective Factors on Competencies of Personal Brand in Human Capital

Attributing the Personal characteristics and their expertise to business brand is a way in which can have a major role in the competitive business environment as brands. On the other words, branding your competencies is a smart way to present and brand yourself and can secure your future in the work world as well.. The present research work aimed to study the impact of effective components on obtaining personal brand based on individual competencies by considering cultural, social and professional components. The collected data was obtained from 94 qualified persons having professional personal brand. The reliability of the researcher made questionnaires was calculated by applying Cronbach’s alpha method, which was 0.85. The structural validity was used to check the reliability of it, and the results validated the research tool. The data was analyzed through Structural Equation Modeling (SEM), Smart PLS software and Multiple Regression (MP), and the final model was presented in this paper. The results of the present research demonstrated the proper fit of the model based on the effect of the dimensions of cultural, social and professional components and their subdirectories on personal brands based on individual competencies in the fields of knowledge, skill and attitude.