engleski

Generic charisma – Conceptualization and measurement

n these times, when fame is available to almost anyone, it is worth being able to measure the extent and dimensions of a person's charisma. Most of the research on charisma to date is restricted to the area of leadership. In this article, however, charisma is generalized to take in all human beings and is conceptualized as a multi-dimensional cognitive-affective phenomenon. The article presents a pilot study aimed at providing an adequate operational definition of the construct as well as an initial tool for its measurement. A following literature review shows how authors have developed the concept of charisma and its initial operational dimensions for empirical research. A questionnaire is developed in three stages. The factor analyses applied in stages two and three point towards a six-factor solution (i.e. six dimensions of charisma). Further analysis reveals that the developed instrument is reliable and viable as well as applicable for future theoretical and practical work.

Public relations ; Charisma ; Measurement

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