Faculty Highlights

Fetscherin publishes article in Journal of Advertising Research

Gelbman Family Chair of International Business and Professor of Marketing Marc Fetscherin has published an article in the Journal of Advertising Research along with Daniela Andreini from the University of Bergamo in Italy and Lia Zarantonello from Roehampton University in the UK.

In their article “How a CEO’s Personality, Performance, and Leadership Predict Advertising Credibility,” the authors develop, based on multiple empirical studies with a total of 1,655 respondents, a measurement instrument to assess the brand image of chief executive officers. 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. The research indicates that in social-media advertising contexts, CEO brand image predicts the advertisement’s credibility, CEO brand familiarity, and consumer attitude toward social-media advertisement.