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    Title: A Exploring the Dimensions of Personal Brands for Chief Executive Officers
    Authors: Chen, Hai Ming;Chung, Hsin-Mei
    Contributors: 淡江大學管理科學學系
    Keywords: Brand;Personal Brand;CEO;Dimension of CEO Personal Brand;CEO Personal Brand
    Date: 2014-10
    Issue Date: 2014-11-10 15:14:24 (UTC+8)
    Publisher: Turlock: International Academy of Business and Economics
    Abstract: 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.
    Relation: International Journal of Business and Strategy 15(1), pp.1-13
    Appears in Collections:[管理科學學系暨研究所] 期刊論文

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