會議論文

標題 Explore the Measure Scale of Business CEO Personal Brand
學年 102
學期 2
發表日期 2014/05/17
作品名稱 Explore the Measure Scale of Business CEO Personal Brand
作品名稱(其他語言)
著者 Chen, Hai Ming; Chung, Hsin-Mei
作品所屬單位 淡江大學管理科學學系
出版者 New Taipei City: Tamkang University
會議名稱 The 2014 International Conference in Management Sciences and Decision Making=2014年管理科學與經營決策國際學術研討會
會議地點 New Taipei City, Taiwan
摘要 CEO is the final decision maker of enterprise and influences enterprise culture. CEO has Personal brand and on behalf of business brand which had halo effect of customer and employees both present and potential. CEO is important for the image and operation of business. It is worth being able to measure a business CEO’s personal brand. Most of the research on personal brand to date is restricted to the area of how to build up personal brand, there is no definite research about the measure scale of personal brand further business CEO personal brand. In this research however, our attention is drawn to the issue of construct a scale measurement of business CEO personal brand. The research steps are as follow: First, from the literature review to develop the concept of CEO personal brand and its initial measure items. Second, invite the experts to revised the initial measure items and define the initial dimensions. Third, an initial questionnaire is developed and sent out for the empirical research. Further, the principle component analysis and exploratory factor analyses applied for the returned questionnaires to find the valid items and define the dimensions. Fourth, a revised questionnaire was measured and confirmed the reliability and validity as well as practical work by second empirical research. Finally, the measure scale of business CEO’s personal brand constructed.
關鍵字 Personal Brand
語言 英文
收錄於
會議性質 國際
校內研討會地點 淡水校園
研討會時間 20140517~20140517
通訊作者 Chen, Hai Ming
國別 中華民國
公開徵稿 Y
出版型式 紙本
出處 Proceedings of the 2014 International Conference in Management Sciences and Decision Making=2014年管理科學與經營決策國際學術研討會論文集