The influence of start-up capital on building a personal brand

Abstract

PURPOSE: The objective of the article is to discuss the results of the study concerning the impact of start-up capital and the specific profession a person practices upon the intensity of activities undertaken in personal brand building.

DESIGN/METHODOLOGY/APPROACH: The review of literature was conducted in order to identify the components of the start-up capital and to establish the relationship between the personal brand building process and the start-up capital. The empirical study employed the survey method with the use of a questionnaire. The study examined a representative sample of Polish Internet users in May 2021.

FINDINGS: The authors proposed to view the start-up capital of the personal brand as a sum of the cultural, social and economic capital. The results of the study suggest that the higher the sum, the more personal branding activities are undertaken. People pursuing professions characterized by creativity, a broad scope of decision-making, and dependent on individual performance manifest a higher activity concerning personal brand building.

PRACTICAL IMPLICATIONS: The article contributes to the discussion regarding the viability of the practical application of the personal brand concept among various social and professional groups.

ORIGINALITY/VALUE: The results of the analysis and theoretical considerations discussed in this article complement existing research concerning the intensity of activities undertaken in personal brand building.