Abstract
This paper empirically examines the impact of personal branding on a consumer‘s decision making process in relative measurement to other variables such as corporate branding, brand performance, and independent brand evaluation. It does that by taking a sample of attitudes of respondents towards different contributors in 3 major sectors in India-Media(News & Entertainment), Politics and Sports. The analysis has been conducted from a period of January 2015 to Dec 2017. As a causal research, it uses the variables mentioned to do a discriminant analysis on purchase attitude/brand favourability of the consumer. The empirical evidence reached suggests that personal branding is the chief measure influencing purchase decision in recent times. The research implies a need for heightened awareness of the personal branding component of brands and their use to improve sales/brand equity in the digital age. These results can be further studied by using the statistical model as a self correcting algorithm with each new entry improving its predictive accuracy.
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