| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 100 === The main purpose of this research is development the celebrity reputation skill, according to the most of past studies foucs on development coporate reputation scale, and meanwhile, the positive relationship between reputation and social responsibility has been emphasized over and over again. However, development the measure of reputation before focused primarily on reputation from an organizational perspective, and as such, research addressing individual reputation is still in its beginning stage.
This study collected literatures from the areas of corporate reputation, social responsibility, celebrity endorsement and celebrity reputation was reviewed to identify or adjectives can be used to describe celebrity reputation. And we followed the process of developing measure two-steps of factor analysis—EFA and CFA. Then we use another celebrity fans sample to verified the skill. Finally we got nine dimensions, 30 items celebrity reputation scale.
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