How a CEO’s personality, performance and leadership predict advertising credibility: Conceptualizing and measuring CEO brand image

This article conceptualizes chief executive officer (CEO) brand image as a multidimensional construct consisting of three main dimensions – personality, performance, and leadership – and develops a reliable and valid 9-item scale to capture these dimensions.
Andreini, Fetscherin, and Zarantello

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’...

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