Abstract

A Study on the Effect model of the Corporate Reputation and the CEO Reputation :

with Focus on Samsung and SK

Han, Eun-kyeong, Ph.D.
Associate Professor, Dept. of Journalism & Mass Communications Sungkyunkwan University

Kim, Yi-hwan
Concurrent Professor, Dept. of Advertising & PR Chung-Ang University

Moon, Hyo-jin
D.A.Candidate, Dept. of Journalism & Mass Communications Sungkyunkwan University

This study is to find the impact of the reputation which is an intangible asset. The subjects of this study are the two major Korean corporations and their CEOs : Lee Gunhee of Samsung, Choi Taewon of SK.

The factors used for measuring the corporate reputation are used six dimensions and twenty attributions developed by Fombrun and van Riel. The factors used to assess the CEO reputation borrowed from Burson-Marsteller. Structure equation model(SEM) using AMOS 5.0 was applied for statistical analysis.

The results were found the fact that there existed a correlation between corporate and CEO reputation. Second, the CEO reputation of Lee Gunhee and Choi Taewon did not have a significant influence on the purchase intention of consumers. Third, the corporate reputation of Samsung played a role in consumers¡¯ buying behavior, but the corporate reputation of SK did not. Lastly, corporate preference was discovered to affect the consumers¡¯ purchasing decision.

Key Word : corporate reputation, CEO reputation, RQ, SEM