How a CEO’s personality, performance and leadership predict advertising credibility: Conceptualizing and measuring CEO brand image

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.
Andreini, Fetscherin, and Zarantello


  • Measuring and subsequently managing chief executive officer (CEO) brand image is essential for CEOs and their companies, especially in the age of social media.
  • Advertising and public relations ag

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