Transformations  in
Business & Economics

DO THEY EVEN CARE? START-UP LEADERS' ATTITUDE TOWARDS PERSONAL BRANDING ROLE IN CREATING START-UP PERFORMANCE. RESEARCH ASSUMPTIONS¹⁰
Joanna Macalik

ABSTRACT. The conceptual article presents research assumptions within start-up leaders' attitudes towards personal branding in creating venture success. Using the inductive approach, which focuses on confirmation of theorems in a large data set, identifying factors influencing the start-up leaders' attitude towards creating their personal brand and its role in start-up success, was performed. In these terms, the personal brand and personal branding were defined, then its role in the organisational performance was described, and finally, determinants of start-up leaders' attitude towards personal branding and its role were identified and defined. These considerations became the basis for the planned and ongoing empirical research, considering the role of start-up leader personal branding in creating start-up success. The purpose of this study is an initial indication of the start-up leaders' understanding of the personal brand role in achieving a broadly understood business success of the venture undertaken.

KEYWORDS: start-ups, attitude measurement, personal brand, personal branding, success.

JEL classification: L26, M30, M31.

¹⁰ "The project is financed by the Ministry of Science and Higher Education in Poland under the programme "Regional Initiative of Excellence", 2019 - 2022 project number 015/RID/2018/19 total funding amount 10 721 040,00 PLN".