教師資料查詢 | 類別: 期刊論文 | 教師: 陳海鳴 Chen, Hai-ming (瀏覽個人網頁)

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ChenHai Ming; ChungHsin Mei
單位
出版者
著錄名稱、卷期、頁數South African Journal of Business ManagementVol.48pp.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)
ISSN2078-5585
期刊性質國外
收錄於SSCI;
產學合作
通訊作者ChenHai Ming
審稿制度
國別美國
公開徵稿
出版型式,電子版
相關連結
Google+ 推薦功能,讓全世界都能看到您的推薦!