• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.3
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• pp.131-143
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• 2016

This study investigated how corporation-CEO reputation gap, corporation-related knowledge, CEO-related knowledge, and corporate involvement influence respectively individuals' purchase intention, growth prospect, investment attraction, and corporate preference. Corporation-CEO reputation gap was divided into two groups, CEO reputation risk vs. CEO reputation premium. The survey(N = 451) with a nationwide stratified sampling found the following. First, corporate involvement and corporation-related knowledge have a positive(+) effect on purchase intention, growth prospect, investment attraction, and corporate preference. But CEO-related knowledge and corporation-CEO reputation gap have a negative(-) effect on them. Second, in CEO reputation risk group, CEO-related knowledge has a negative(-) effect on them.