期刊論文

標題 A scale for CEO personal brand measurement
學年 106
學期 1
出版(發表)日期 2017/08/01
作品名稱 A scale for CEO personal brand measurement
作品名稱(其他語言)
著者 Chen,Hai Ming; Chung, Hsin Mei
單位
出版者
著錄名稱、卷期、頁數 South African Journal of Business Management,Vol.48,pp.23–32。
摘要 A Chief Executive Officer (CEO) is important for the image and culture of a business. His/her personal brand improves the brand of the business and also has a halo effect on customers and employees both present and potential. In order to better understand the effects that a CEO’s personal brand may have on a business, it is necessary to identify the key dimensions or variables that determine personal brand for business leaders. Most of the research on personal brand so far has been restricted to the area of how to build up one’s own personal brand. In this article personal brand is conceptualized as a multi-dimensional cognitive affective phenomenon. The current research presents a pilot study suggesting a seven-dimension scale to measure a CEO’s personal brand. This unique, reliable scale is viable and could assist boards of directors in confirming whether a CEO’s personal brand meets the expectations of the enterprise.
關鍵字 Brand; Personal Brand; Business CEO’s Personal Brand; Measure Scale.
語言 英文(美國)
ISSN 2078-5585
期刊性質 國外
收錄於 SSCI;
產學合作
通訊作者 Chen,Hai Ming
審稿制度
國別 美國
公開徵稿
出版型式 ,電子版