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.