Designing a Personal Branding Model for Managers in Governmental Organizations
Keywords:
Personal branding, personality traits, behavioral traits, social traits, value traits, professional–functional competenciesAbstract
Given the importance of personal branding as a key managerial competency, the purpose of this article was to propose a personal branding model for managers and to evaluate it in the Gilan Province Tax Administration. Since the aim of this study was to expand existing knowledge on personal branding and to apply it within the organization, the research method was developmental–applied in terms of purpose, and a mixed-methods design in terms of data nature. The statistical population in the qualitative phase consisted of professional and academic experts, while in the quantitative phase it included all heads, managers, and experts with more than 10 years of work experience in the Gilan Province Tax Administration. First, in the qualitative phase, data obtained from literature review and expert interviews were analyzed using thematic analysis, resulting in the extraction of dimensions, components, and indicators of managers’ personal branding across 5 dimensions, 14 components, and 45 indicators. Then, in the quantitative phase, the model developed in the qualitative stage was evaluated in the Gilan Province Tax Administration using structural equation modeling in three steps: measurement model fit, structural model fit, and overall model fit, employing PLS software. Following the obtained results, the current status of each dimension, component, and indicator in the model within the Gilan Province Tax Administration was determined and reported. Managers in governmental organizations can use the findings of this study to develop and strengthen their personal brands.
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Copyright (c) 2024 Mohammad hossein Rezaei Danesh, Forough Rudgarnezhad, Maryam Ooshaksaraie (Author)
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