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한국마케팅과학회 Journal of Global Scholars of Marketing Science(마케팅과학연구) Journal of Global Scholars of Marketing Science(마케팅과학연구) 제18권 제4호
발행연도
2008.1
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309 - 332 (24page)

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The CEO and the Corporate Image is considered very important in the aspect of marketing. The fact that CEO image itself influences the company or value of the product directly and indirectly has been verified through many cases. Recently, the differentiation of products and services between companies became difficult because the disparity in technique between companies retrenched. As a result, the rate of people who decide to purchase or invest their money based on the corporate image or reputation has been increased. Also in the knowledge society like today, the talented employees are the company’s customer and the company’s necessity for managing those brains of marketing perspective on how to satisfy and attract the customers is being embossed. The Fashion industry is one of the most value-added industry and in those value-added businesses, the most important factor is the human resources’ knowledge power. However the study of the relationships among the CEO image, the corporate image and employment brand value in fashion industry has not been carried out yet. This research considers that dynamic relationship exists among the CEO image, corporate image and employment brand value that affects a company’s main goal of pursuing benefits and intends to investigate the relationships of the three concepts. The specific purposes of this study were, 1) to analyze the impact of CEO image on a corporate image, 2) to analyze the impact of corporate image on employment brand value, 3) to analyze the impact of CEO image on employment brand value, 4) to analyze whether corporate image plays a mediating role in the relationship between CEO image and employment brand value or not. A survey design with a structured questionnaire was employed for this research. A convenience sample of 398 subjects was selected from two groups, which are university students majoring in fashion and practitioners working in fashion industry. For the data analysis, descriptive statistic (i.e., frequency, percentage), factor analysis, and multiple regression analysis were used by utilizing SPSS 12.0 for Windows program. The results for this research are as follows, first, the study of the impact of CEO image (i.e., Managerial Competence, Reliability/Leadership, Personal Attractiveness) on corporate image (i.e., Product Image, Corporate Social Responsibility Image, Corporate Cultural Image) brought conclusion that the CEO image generally affected the corporate image in fashion industry. Managerial Competence and Reliability/Leadership affected Product Image, Corporate Social Responsibility Image and Corporate Cultural Image. However, while CEO’s Personal Attractiveness affected Product Image and Corporate Social Responsibility Image, it did not affect Corporate Cultural Image. Second, the study of the impact of corporate image on employment brand value brought conclusion that corporate image (i.e., Product Image, Corporate Social Responsibility Image, Corporate Cultural Image) affected employment brand value. Corporate Cultural Image affected employment brand value the most and then the Corporate Social Responsibility Image and Product Image. Third, the study of the impact of CEO image on employment brand value brought conclusion that CEO image (i.e., Managerial Competence, Reliability/Leadership, Personal Attractiveness) affected the employment brand value. CEO’s Reliability/Leadership affected the employment brand value the most and then CEO’s Personal Attractiveness and CEO’s Managerial Competence. Forth, the study examined whether corporate image plays a mediating role in relationship of CEO image and employment brand value and concluded that it does. Corporate image played a full mediating role between CEO’s Managerial Competence and employment brand value while it played a partial mediating role between CEO’s Reliability/Leadership and CEO’s Personal Attractiveness. This study is meaningful in a sense that it examines the relationship among the CEO image, corporate image and employment brand value which has not been carried out yet in fashion industry. It will ultimately contribute to the success of a fashion company by providing useful information of establishing strategies for managing proper the CEO and the corporate image to the fashion company and operating the talented employees.

CEO形象和公司形象对营销十分重要，许多案例证明CEO形象直接或间接影响公司或产品价值。目前有技术带来的不同公司之间产品和服务差异化正在减小，越来越多的人根据公司形象和声誉决定购买或投资。在知识社会的今天，优秀的员工成为公司的客户，公司必须以市场的观念管理他们，如何安抚和吸引这些客户。时尚产业是最具附加值的行业，最重要的资源就是人的知识和能力。然而还缺少这方面的研究。 本研究具体的研究目标包括：1CEO形象（例如管理能力、可靠性或者领导力，个人魅力）对公司形象（例如产品形象，公司的社会责任形象，公司的文化形象）的影响；2公司形象对雇佣品牌价值的影响；3CEO形象对雇佣品牌价值的影响；4 公司形象是否作为CEO形象对雇佣品牌价值影响的中介变量。 本研究采用结构化问卷，398个便利抽样样本被分为2组，包括时尚专业的大学生和从业者。用描述性统计、因子分析、相关分析和多元回归分析和ANOVA分析。 研究结果如下。首先，CEO形象（例如管理能力、可靠性或者领导力，个人魅力）对公司形象（例如产品形象，公司的社会责任形象，公司的文化形象）存在显著影响。但CEO个人魅力对产品形象和公司社会形象有影响，但不会影响公司文化形象。 其次，公司形象（例如产品形象，公司的社会责任形象，公司的文化形象）影响雇佣品牌价值，其顺序依次是公司文化形象影响企业社会责任形象和产品形象。 第三，CEO形象（例如管理能力、可靠性或者领导力，个人魅力）影响雇佣品牌形象。其顺序依次是CEO的可靠性或者领导力，CEO的个人魅力和CEO的管理能力。 第四，公司形象对CEO管理竞争力和雇佣品牌价值的关系有中介作用。公司形象在CEO的管理能力和雇佣品牌价值之间起到完全中介作用。同时，在CEO的可靠性或领导力和CEO的个人魅力之间起到部分中介作用。 本研究对时尚产业的CEO形象、公司形象和雇佣品牌价值的关系进行研究，据有重要意义，将为管理CEO、公司和优秀员工提供有用的信息。
#CEO #Image #Corporate Image #Employment Brand Value #Fashion Company #CEO

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참고문헌 신청
윤대균 / 2006 / 호텔기업의 서번트 리더십이 리더만족과 추가적 노력에 미치는 영향 / Journal of Global Scholars of Marketing Science(마케팅과학연구) 16(3):107~123 google schola Aaker, D. A. / 2002 / Consumer Evaluations of brand Extensions / Journal of Marketing 54 : 27 ~ 41 google schola Andreaseen, T. W. / 1998 / The Effect Corporate of Image in the Formation of Customer Loyalty / Journal of Service Research 1 (1) : 82 ~ 92 google schola Barich, H / 1991 / A framework for Marketing Image Management / Sloan Management Review : 94 ~ 104 google schola Baron, R. M. / 1986 / The moderator?mediator variable distinction in a social psychological research: Conceptual, strategic and statistical considerations / Journal of Person google schola

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