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1 105/2 管科系 鍾杏梅 助理教授 期刊論文 發佈 A Scale for CEO personal Brand Measurement , [105-2] :A Scale for CEO personal Brand Measurement期刊論文A Scale for CEO personal Brand MeasurementHai-Ming Chen; Hsin-Mei ChungSouth African Journal of Business Management 48(2), p.23-32A 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 ass
2 106/1 管科系 陳海鳴 教授 期刊論文 發佈 A scale for CEO personal brand measurement , [106-1] :A scale for CEO personal brand measurement期刊論文A scale for CEO personal brand measurementChen,Hai Ming; Chung, Hsin MeiBrand; Personal Brand; Business CEO’s Personal Brand; Measure Scale.South African Journal of Business Management,Vol.48,pp.23–32。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 CE
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