CEO-RATING

The results show that the CEO-brand can be measured and a strong CEO-brand is somewhat unrelated to the awareness of the CEO. Furthermore, our results show the CEO-brand influences the perception and the assessment of the corporate brand as well as the purchase intention and the recommendation to buy shares... According to latest research, the CEO-brand consists on one hand of the CEO image (leadership and entrepreneurship) and on the other hand the believability or reputation of the CEO to perform the job (performance and honesty & integrity).