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How a CEO's Personality, Performance, and Leadership Predict Advertising Credibility

Conceptualizing and Measuring CEO Brand Image

Daniela Andreini, Marc Fetscherin, Lia Zarantonello
DOI: 10.2501/JAR-2020-003 Published 26 February 2020
Daniela Andreini
University of Bergamo,
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  • For correspondence: daniela.andreini@unibg.it
Marc Fetscherin
Rollins College,
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  • For correspondence: mfetscherin@rollins.edu
Lia Zarantonello
Roehampton University Business School,
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  • For correspondence: lia.zarantonello@roehampton.ac.uk
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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.
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Vol 60 Issue 4

Journal of Advertising Research: 60 (4)
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How a CEO's Personality, Performance, and Leadership Predict Advertising Credibility
Daniela Andreini, Marc Fetscherin, Lia Zarantonello
Journal of Advertising Research Feb 2020, JAR-2020-003; DOI: 10.2501/JAR-2020-003

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How a CEO's Personality, Performance, and Leadership Predict Advertising Credibility
Daniela Andreini, Marc Fetscherin, Lia Zarantonello
Journal of Advertising Research Feb 2020, JAR-2020-003; DOI: 10.2501/JAR-2020-003
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