PERSONAL BRANDING: ANTECEDENTES E CONSEQUENTES DA MARCA PESSOAL
DOI:
https://doi.org/10.12662/2359-618xregea.v8i3.p102-126.2019Keywords:
Marca pessoal, Personal branding, Empregabilidade, Sucesso Profissional, Satisfação com a Vida, Personalidade de MarcaAbstract
O propósito deste artigo é analisar os antecedentes e os consequentes da marca pessoal, compreendendo como as diferenças culturais podem influenciar os resultados para o Brasil e para Portugal. O modelo conceitual apresenta nove hipóteses relativas à marca pessoal, e o teste é baseado em uma amostra de 473 pessoas, naturais do Brasil e de Portugal. Os dados foram coletados por meio de um questionário online, que foi analisado, estatisticamente, por meio do modelo de equações estruturais. A criatividade e o otimismo apresentaram um impacto positivo na marca pessoal para os dois países participantes da amostra. Além disso, também foram encontradas evidências estatísticas positivas nas relações entre a marca pessoal e a satisfação com a vida, a empregabilidade percebida, o sucesso profissional e a personalidade de marca. Dessa forma, conclui-se que a gestão da marca pessoal pode ser considerada um fator de diferenciação do indivíduo no mercado de trabalho para ambos os países. Contribuições práticas: este estudo apresenta três inovações principais: a) os principais elementos para a construção de marcas pessoais de sucesso; b) as características que o indivíduo deve desenvolver para construir uma marca pessoal efetiva; c) os efeitos de se construir uma marca pessoal forte. Assim, as características controle de locus interno, a proatividade, a criatividade e o otimismo favorecem a construção de marcas pessoais fortes, efetivas, e os efeitos diretos de uma boa estratégia são a satisfação com a vida, a empregabilidade percebida, o sucesso profissional e a personalidade de marca.
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