CAJ | 학술논문

企业家前台化行为是企业家在公众面前有选择的展示行为，是影响消费者品牌态度和选择的重要因素。本文在文献分析的基础上，首先梳理了企业家前台化行为概念的内涵；然后整合相关研究，从企业家前台化行为的类型（广告代言、慈善、自媒体和负面行为曝光）、数量以及与企业家公众形象的关系等方面总结了其对企业品牌的影响结果及相关机制。在此基础上对未来研究方向进行了展望，为后续企业家前台化行为的深入研究提供参考和借鉴。
기업가전태화행위시기업가재공음면전유선택적전시행위，시영향소비자품패태도화선택적중요인소。본문재문헌분석적기출상，수선소리료기업가전태화행위개념적내함；연후정합상관연구，종기업가전태화행위적류형（엄고대언、자선、자매체화부면행위폭광）、수량이급여기업가공음형상적관계등방면총결료기대기업품패적영향결과급상관궤제。재차기출상대미래연구방향진행료전망，위후속기업가전태화행위적심입연구제공삼고화차감。
Entrepreneurial front stage behavior refers to the behavior which an entrepreneur chooses to show in front of audience like consumers.It has become an important factor that influence consumer 's attitude toward the company brand.Based on literature analysis , this paper examines the notion of "entrepreneurial front stage behavior"and then summarizes the impact and mechanism of entrepreneurial front stage behavior on company brand .Specifically ,the impact of the type(ad endorsement,philanthropy,self-media communication and the exposure of negative behaviors )and quanti-ty of entrepreneurial front stage behavior on consumers are discussed ,and also the mechanism of entrepreneurial impres-sion is explored.Finally,conclusions and future research are given ,which can be a reference for subsequent research.