RT Journal Article
SR Electronic
T1 How a CEO’s Personality, Performance, and Leadership Predict Advertising Credibility
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 110
OP 124
DO 10.2501/JAR-2020-003
VO 61
IS 1
A1 Daniela Andreini
A1 Marc Fetscherin
A1 Lia Zarantonello
YR 2021
UL http://www.journalofadvertisingresearch.com/content/61/1/110.abstract
AB 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.