ABSTRACT
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. The article adopts a grounded-theory approach to derive the dimensionality of the concept, then a rigorous scale-development procedure based on multiple empirical studies, with a total of 1,655 respondents. The article shows that CEO brand image is an independent construct that differs conceptually and empirically from CEO familiarity, corporate brand image, corporate brand reputation, and product brand awareness. It also reveals that in social-media advertising contexts, CEO brand image predicts the advertisement's credibility and also mediates the relationship between the advertisement's credibility and two antecedents: CEO brand familiarity and consumer attitude toward social-media advertisement.
- Received January 10, 2018.
- Received (in revised form) May 5, 2019.
- Accepted June 12, 2019.
- Copyright© 2020 ARF. All rights reserved.
ARF MEMBERS
If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In
Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00
Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.
Log in using your username and password
Vol 60 Issue 1
