CEO 이미지의 브랜드적 가치에 관한 연구: CEO 이미지의 구성 요소 및 기업 가치에 미치는 영향을 중심으로 = Components of CEO Image and Predictors Influencing Company`s Market Value and Attitude of PR Practitioners toward CEO

다국어 초록 (Multilingual Abstract)

The purpose of this study is to identify components of CEO image and to examine predictors to affect company`s market value and attitude of PR practitioners toward CEO at companies where they are working for. A pilot study and factor analysis were conducted to identify and classify factors composing of CEO image. The results of the study showed that 14 factors, which were further classified into 4 types of CEO image, were identified as main components of CEO image. A hierarchical regression analysis was further conducted to fmd out predictors influencing company`s market value and attitude of PR practitioners toward CEO among 14 identified factors. The findings showed that 8 predictors among 14 identified factors. had statistically significant relationship with company`s market value while 7 predictors had statistically significant relationship with attitude of PR practitioners toward CEO. Among those, it was found that CEO appearance turned out to be the best predictor of company`s market value while CEO harmonizing ability was the best predictor of attitude of PR practitioners toward CEO. In addition, four predictors such as management ability, harmonizing ability, resolution, and credibility had statistically significant relationship with both company`s market value and attitude of PR practitioners toward CEO. Therefore it is needed to manage effectively those 4 components of CEO image to enhance CEO brand image and its brand value, which are further expected to enhance company`s market value and attitude of PR practitioners toward CEO.