MANAGMENT SLANT
- Measuring and subsequently managing chief executive officer (CEO) brand image is essential for CEOs and their companies, especially in the age of social media.
- Advertising and public relations agencies could use the 9-item CEO brand-image scale as an integral part of existing corporate, communication, and brand-tracking studies to assess external audiences’ perceptions of CEOs’ personality, performance, and leadership.
- The CEO brand-image scale could help advertising and public-relations agencies predict advertisements’...