The Impact and Mediating Role of Personal Brand Authenticity on the Self-Actualization of University Graduates Entering the Workforce Academic Article uri icon


  • Purpose of the Study: This study highlights the value of teaching personal branding to university students and preparing them for the workforce. A conceptual model of the personal branding process is proposed utilizing Bandura's self-efficacy theory. We examine how student confidence in their personal brand management (personal brand management efficacy) and their ability to reference themselves and others as brands (personal brand belief concept) influence the authenticity of their personal brand, which impacts the self-actualization of students. Method/Design and Sample: Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to analyze 117 undergraduate business student participant responses from a large university in the southeastern United States. Results: Personal brand concept belief and personal brand management efficacy positively influenced personal brand authenticity. Personal brand authenticity positively influenced self-actualization. Further, the effects of personal brand concept belief and personal brand management efficacy on self-actualization are mediated by personal brand authenticity. Value to Marketing Educators: As university graduates encounter competitive and volatile employment markets, educators can provide value through teaching personal branding strategies. Our results suggest personal branding has the potential to provide direction and advantages to students navigating the job search process. Academic programs can assist students in their personal branding through coursework, assignments, and interactions with industry professionals who have created their own successful brands.

published proceedings

  • Journal for Advancement of Marketing Education

author list (cited authors)

  • Allison, L., Blair, J., Jung, J. H., & Boutin, P. J.

complete list of authors

  • Allison, L||Blair, J||Jung, JH||Boutin, PJ

publication date

  • 2020