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 advertisement9s credibility and also mediates the relationship between the advertisement9s credibility and two antecedents: CEO brand familiarity and consumer attitude toward social-media advertisement.

中文翻译：

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首席执行官的个性，绩效和领导力如何预测广告信誉

摘要本文将首席执行官（CEO）品牌形象概念化为一个包含三个主要维度（人格，绩效和领导力）的多维结构，并开发了一个可靠且有效的9项量表来捕捉这些维度。本文采用扎根理论的方法来推导出概念的维度，然后基于多个实证研究进行严格的规模发展程序，共有1,655名受访者。文章显示，CEO品牌形象是一个独立的结构，在概念和经验上与CEO熟悉度，公司品牌形象，公司品牌声誉和产品品牌知名度不同。它还表明，在社交媒体广告环境中，