| Abstract [eng] |
The subject of the final paper for Master is to provide theoretical aspects of the personality brand formation process and empirically analyze model of personal brand formation. To achieve the desirable results these tasks were put: 1)To describe the brand and its value in conceptual nature; 2)Disclose personal brand essence of the concept; 3)To analyze and summarize decisions of personality brand formation; 4)Identify and validate elements of personal brand identity; 5)Create a theoretical model of personal brand formation; 6)To verify created model of personal brand formation empirically. The final work for Master consists of three parts. The first part covers the theoretical aspects, reveals conceptual essence of the brand, submission of personality brand creation theoretical justification with presenting personality brand concept and identity elements. The second part provides theoretical personality brand formation model, which is created after summarizing opinions of different authors. At the same part is presented methodology for theoretical model of personality brand formation research. The third part provides empirical research using three methods: questioner, depth interview and projection techniques (word association method). This part also includes research results analysis and adjusted model of personal brand formation. At the end of the final paper for Master the conclusions based on the results of the theoretical studies and empirical research are listed. The final work for Master consists of 77 pages, 28 tables, 23 images and 2 appendices. |
