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.
See more Digital First studies visit the JAR’s homepage.