“…Due to the CEO's strong effect on organizations (Alsop, 2004;Cable & Turban, 2001;Montoya, 2002b;Naidoo & Ukpere, 2012;Reinganum, 1985;Schein, 1992;Smith & White, 1987;Thomas, 1988;Turk et al, 2012;Wang et al, 2011), choosing the right CEO is crucial to the success of a firm. However, although previous studies have examined the construction and identity of personal brands (Arruda, 2009;Montoya, 2002a;McNally & Speak, 2002;Montoya & Vandehey, 2008) as Table 1 shows, few have considered the dimensions or a scale for measuring personal brands.…”