The study concludes that CEO brand image is completely independent from corporate brand image, corporate brand reputation, product brand awareness and even CEO familiarity. Instead, a CEO’s brand image is a predictor of how credible their company’s advertisements, including social media
“The CEO brand-image scale could help advertising and public-relations agencies predict advertisements’ credibility by considering the CEO brand image, especially in social-media contexts.”
advertisements, are. As a result, it’s paramount for a CEO to manage his or her brand image carefully, particularly on social media. This study also offers the nine-item CEO brand image scale for assessment purposes. The authors say this will be particularly useful for advertising and public relations agencies.
Read the full study here:
See more Digital First studies visit the JAR’s homepage.