Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdf
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Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdf
Conceptualizing and Measuring CEO Brand ImageDaniela Andreini. University of Bergamo, ItalyMarc Fetschenn. Rollins College. USALia Zarantonello*, Univ Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdfversity of Roehampton. UK* Corresponding authorNote Authors contributed equally to the papei and are listed in alphabetical order1The importance of people as brands has been increasingly recognized as a relevant issue for marketing communication (Thomson, 2006). Ulis applies to many different types Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdfof people, such as movie celebrities (Luo et al., 2010), spoils celebrities (Yang and Shi. 2011). politicians (Shama. 1976). and chief executive officConceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdf
ers (CEOs) (Clio ef al.. 2016). In the last few decades. CEOs have received increasing attention because of the positive or negative effects they can Conceptualizing and Measuring CEO Brand ImageDaniela Andreini. University of Bergamo, ItalyMarc Fetschenn. Rollins College. USALia Zarantonello*, Univ Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdfTate. 2005). the trust of the financial industry and analysts (Gaines-Ross. 2000). and overall corporate reputation (Love et al.. 2017). CEOs are ■ increasingly recognized as high profile figureheads for then organizations, and consequently tieated as brands with accompanying equity, in their own ri Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdfght” (Bendisch et al.. 2013. p. 596). They are viewed as brands and. as such, they can influence consumers’ perceptions of products and services markeConceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdf
ted by the company (Keller. 1998). Prominent positive examples of CEOs are Warren Buffet. Sundai Picliai (Microsoft). Marc Benioff (Salesforce). Bob IConceptualizing and Measuring CEO Brand ImageDaniela Andreini. University of Bergamo, ItalyMarc Fetschenn. Rollins College. USALia Zarantonello*, Univ Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdfes (Tharanos). Martin Shkreli (Turing Pharmaceuticals). and Martin Winterkom (Volkswagen).Previous studies have shown that CEOs are often effective advertising spokespeople as they are seen as embodying the expertise and trust that consumers require from advertising (Ohanian. 1991: Erdogan and Baker Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdf. 2000: Saldanha et al.. 2018). Many CEOs have therefore been involved in advertising campaigns (e g Richaid Branson for Virgin and Jolui Sclinatter fConceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdf
or Papa John’s Pizza), while some have even become the face of the company because then popularity in advertising, including Dave Thomas for Wendy’s aConceptualizing and Measuring CEO Brand ImageDaniela Andreini. University of Bergamo, ItalyMarc Fetschenn. Rollins College. USALia Zarantonello*, Univ Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdfrvices (Rubin e/ a!., 1982) and tins effect has been proven to increase with the popularity of the CFO (Reidenbach and Pitts. 1986). Notably, in the age of social media, these effects can be amplified (lulgoni and Lipsiuan. 2017).CFO branding is a relatively new stream of research, and the number of Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdf contributions is small (Bcndisch el al.. 2013). Ulis study aimed to expand knowledge about CEO branding by focusing on rhe concept of CFO brand imageConceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdf
, contributing to rhe literature in three ways. First, it offers a conceptualization of CEO brand image as a multi-dimensional construct capturing theConceptualizing and Measuring CEO Brand ImageDaniela Andreini. University of Bergamo, ItalyMarc Fetschenn. Rollins College. USALia Zarantonello*, Univ Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdf from other corporate and product-related brand constructs, such as corporate brand image (Keller, 1993). corporate brand reputation (Walsh et al.. 2009). product brand awareness (Netenieyer et al., 20041 Yoo el al.. 2000). and CEO familial ity (Kelting and Rice. 2013). Thud, it shows that CEO bl an Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdfd image can directly predict the credibility of advertisements (ad credibility). CEO brand image also links the relationship between CEO bland familiaConceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdf
rity, consumers' attitude towards social media ads and ad credibility.Keller defined brand image as "the set of associations linked to the brand that Conceptualizing and Measuring CEO Brand ImageDaniela Andreini. University of Bergamo, ItalyMarc Fetschenn. Rollins College. USALia Zarantonello*, Univ Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdf that measurement scales should therefore be customized for specific product categories (Low and Lamb. 2000: Park and Srinivasan, 1994). Several brand image scales have been developed over the years, for example, for the automotive industry, non-profit organizations, and political candidates (for a Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdfreview, see Zarantonello and Pauwels-Delassus, 2015). All these scales measure and4conceptualize bland image differently, because the dimensions identConceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdf
ified by scholars in relation to each of these contexts is extremely heterogeneous. This suggests that brand image consists of different types of percConceptualizing and Measuring CEO Brand ImageDaniela Andreini. University of Bergamo, ItalyMarc Fetschenn. Rollins College. USALia Zarantonello*, Univ Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdfging in a process of scale development designed to uncover the specific dimensionality of the CEO as a brand.The study adopted a grounded theory approach to establish the dimensions of CEO brand image and followed a multi-step scale development process, consisting of scale generation and initial pur Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdfification, scale development and final purification, scale validation, and scale application. The paper also discusses the theoretical contributions,Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdf
managerial implications, and limitations of the study, and suggests some future research directions.CONCEPTUAL FRAMEWORKThe CEO as a brandThere IS genConceptualizing and Measuring CEO Brand ImageDaniela Andreini. University of Bergamo, ItalyMarc Fetschenn. Rollins College. USALia Zarantonello*, Univ Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdf 2013; Raiigarajan er al.. 2017) or "human brands" (Thomson, 2006) The idea that people can be marketed in a way similar to products or sen ices has long been discussed. In the 1960s. researchers argued that "personal marketing is an endemic human activity, from the employee trying to impress his bo Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdfss to the statesman trying to win the support of the public” (Kotler and Levy. 1969. p. 12). Examples of person, or human, brands include celebritiesConceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdf
and well-known people from fields such as films, fashion, live performing arts, media, politics, sports, and business (Lunaido et al.. 2015). All thesConceptualizing and Measuring CEO Brand ImageDaniela Andreini. University of Bergamo, ItalyMarc Fetschenn. Rollins College. USALia Zarantonello*, Univ Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdfterature shows that human brands can generate strong emotional attachment and enhance the quality of the relationship with the consumer (Thomson. 2006). Tile celebrity brand literature has developed a specific stream on celebrity image (Choi and Rifon. 2007). to help companies to find the right endo Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdfrser for their products and brands. However, the dimensions characterising celebrity Ullage change with situational context, the role of the celebrityConceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdf
, and the industry7, such as sport (Arai er al.. 2013). politics, or entertainment (Rojek. 2001: Kerrigan et al.. 2011).CEOs are often assigned as comConceptualizing and Measuring CEO Brand ImageDaniela Andreini. University of Bergamo, ItalyMarc Fetschenn. Rollins College. USALia Zarantonello*, Univ Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdf or do in public might affect the company. The role of CEO as spokesperson has been studied ill advertising (Reidenbach and Pitts. 1986; Fleck et al.. 2014). although not all CEOs are equally suitable as advertising spokespeople (Reidenback and Pitts. 1986). The literature has shown that using CEOs Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdf111 advertising can generate better responses towards advertisements (e.g. higher recall) and the products and services being endorsed (eg. higher purConceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdf
chase intentions) than using someone from the corporate communication department (Reidenbach and Pitts. 1986; Fleck et al.. 2014). Like a movie star,Conceptualizing and Measuring CEO Brand ImageDaniela Andreini. University of Bergamo, ItalyMarc Fetschenn. Rollins College. USALia Zarantonello*, Univ Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdfhe expected performance of the company and Its products.Person or human branding can therefore apply to CEOs Bendisch er al. (2013, p. 600). in then seminal piece on CEO branding, defined CEO brands as a “unique type of people brand because CEOs are subject to various stakeholder needs, are influenc Conceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdfed by the role and identity as managers, and have to consider then relationship with the coiporate brand”. Based on Hankinson and Cowking's (1995) braConceptualizing_And_Measuring_Ceo_Brand_Image_Aam.pdf
nd dimensions and Aaker's (2003) brand identity categories. Bendisch6Conceptualizing and Measuring CEO Brand ImageDaniela Andreini. University of Bergamo, ItalyMarc Fetschenn. Rollins College. USALia Zarantonello*, UnivGọi ngay
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