Turlock: International Academy of Business and Economics
摘要:
The personal brand of celebrity has becoming common and essential, A CEO is the apex of a corporation, and his character, concepts, competency and values affect decision making. A CEO’s personal brand is a corporate symbol that improves the business brand and has a halo effect on customers, potential employees, and stakeholders.
Prior research on personal brands focuses to create a brand no parallel research has been conducted on the dimensions framework and measure scale for the CEO personal brand. This study attempts to construct a framework for identifying a personal brand that includes value, personality, leadership, and competency as the identify dimensions. This research develops the personal brand dimensions for identifying the brand of a CEO using literature reviews and interviews with professionals and scholars, which provide the direction for businesses to recognize the CEO’s personal brand.
關聯:
International Journal of Business and Strategy 15(1), pp.1-13
