PERSONAL BRANDING: MODELO DE DIAGNÓSTICO Y PROCESO PARA MEJORAR LA MARCA PERSONAL
DOI:
https://doi.org/10.47820/recima21.v5i1.5635Palabras clave:
Personal Branding, Diagnóstico, ProcesoResumen
La investigación propuesta tiene como objetivo explorar la influencia del autoconocimiento en la gestión de la marca personal, basada en el Cuestionario de Personal Branding adaptado a la cultura brasileña. El estudio busca validar la hipótesis de que existe una correlación positiva entre la comprensión de valores, creencias y propósitos y el desarrollo de un posicionamiento eficaz, a medida que el profesional profundiza en su autoconocimiento. La metodología incluyó una revisión sistemática de la literatura y la adaptación transcultural del cuestionario, teniendo en cuenta las diferencias culturales entre Brasil y Portugal, basada en el Modelo de 8 Dimensiones de Meyer (2015). Después de aplicar el cuestionario a 56 profesionales de diferentes áreas e implementar un modelo estructurado de personal branding, el cuestionario se volvió a aplicar para evaluar el impacto del proceso. Los resultados mostraron un aumento en la percepción de la importancia del personal branding después de la intervención, confirmando que el autoconocimiento es fundamental para la gestión efectiva de la marca personal. El estudio propone el modelo Personal Branding Paso a Paso para facilitar el diagnóstico y la mejora de la marca personal, sugiriendo futuras investigaciones enfocadas en la neuroplasticidad, la inteligencia emocional y el perfil conductual para complementar el modelo.
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