A scale for CEO personal brand measurement

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...

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Main Authors: Hai-Ming Chen, Hsin-Mei Chung
Format: Article
Language:English
Published: AOSIS 2017-06-01
Series:South African Journal of Business Management
Online Access:https://sajbm.org/index.php/sajbm/article/view/25
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author Hai-Ming Chen
Hsin-Mei Chung
author_facet Hai-Ming Chen
Hsin-Mei Chung
author_sort Hai-Ming Chen
collection DOAJ
description 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.
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spelling doaj.art-fec47d17f6bd450aa24c0bea2bcab54d2022-12-22T01:06:17ZengAOSISSouth African Journal of Business Management2078-55852078-59762017-06-01482233210.4102/sajbm.v48i2.2511A scale for CEO personal brand measurementHai-Ming Chen0Hsin-Mei Chung1Department of Management Sciences, Tamkang University, New Taipei CityDepartment of Management Sciences, Tamkang University, New Taipei CityA 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.https://sajbm.org/index.php/sajbm/article/view/25
spellingShingle Hai-Ming Chen
Hsin-Mei Chung
A scale for CEO personal brand measurement
South African Journal of Business Management
title A scale for CEO personal brand measurement
title_full A scale for CEO personal brand measurement
title_fullStr A scale for CEO personal brand measurement
title_full_unstemmed A scale for CEO personal brand measurement
title_short A scale for CEO personal brand measurement
title_sort scale for ceo personal brand measurement
url https://sajbm.org/index.php/sajbm/article/view/25
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