When brands use CEOs and employees as spokespersons

Zeitoun, Valérie; Michel, Géraldine; Fleck, Nathalie

doi:10.1108/qmr-01-2019-0011

Cited by 9 publications

(5 citation statements)

References 83 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Therefore, CEOs need to focus on strengthening their personality posts when engaging with online users. Although many studies have found that CEOs can leverage branding to act as effective spokespersons and provide endorsement for company and product brands in commercial marketing activities (Agnihotri & Bhattacharya, 2019; Bai et al, 2019; Ferns et al, 2008; Zeitoun et al, 2020), in practice there is less engagement in terms of likes for content related to company and brand appearance in presence posts. One explanation may be that online users prefer to learn more about a CEO’s personal life and social relationships rather than company- and product-related information.…”

Section: Discussionmentioning

confidence: 99%

Building a Personal Brand as a CEO: A Case Study of Vivy Yusof, the Cofounder of FashionValet and the dUCk Group

Saad

Yaacob

2021

SAGE Open

View full text Add to dashboard Cite

Social media is a new platform for CEOs to build their image and create a strong personal brand to represent themselves and their company. This research examines an outstanding Malaysian fashion icon and social media–savvy businesswoman with over a million followers on Instagram, Vivy Yusof, the youngest Malaysian e-commerce mogul and an example of a successful CEO who has used personal branding to build an empire in the fashion industry. The objectives of this research are to identify the type of messages Vivy Yusof communicates to her audience through her personal Instagram posts and to identify the ways Vivy Yusof’s audience engages with her posts on Instagram. Her Instagram post content is classified using the Honeycomb framework that comprises seven functional building blocks, namely, presence, relationships, reputation, groups, identity, conversations, and sharing. In this study, the content of Vivy Yusof’s Instagram posts is categorized by how she focuses on the various functional building blocks in her posts and the implications these blocks have on how her audience interacts with the posts. Her social media presence confirms the importance of CEO personal branding because of her role and influence on the masses evidenced by the willingness of her followers to interact (through likes and comments) and engage with her posts on any subject matter, relating either to her business or personal life. The study contributes to a growing body of literature on personal branding strategies by shedding light on the association between content strategies and engagement with social media content.

show abstract

Section: Discussionmentioning

confidence: 99%

Building a Personal Brand as a CEO: A Case Study of Vivy Yusof, the Cofounder of FashionValet and the dUCk Group

Saad

Yaacob

2021

SAGE Open

View full text Add to dashboard Cite

show abstract

“…In qualitative interviews, admired brands exhibit traits of warmth and competence traceable to employee and management behavior. Along the same line, companies that use their own employees or CEO as spokespersons in their advertising enjoy more credibility, authenticity, and congruity with their storytelling (Zeitoun et al, 2020). Blending social perception and brand perception even further, a famous person can be both a social being and a brand, bringing closer together the notion of social perception and brand perception.…”

Section: Anthropomorphismmentioning

confidence: 99%

“…However, two alternative interpretations were also mentioned in the review. One is that brand perception is social because consumers think about the people behind the brand such as the CEO (Centeno et al, 2019; Zeitoun et al, 2020) or employees (Leung et al, 2020; Zeitoun et al, 2020). The second is that consumers used their stereotypes about typical brand consumers to apply it to the brand (Aagerup, 2020; Antonetti & Maklan, 2016).…”

Section: Potential For Future Brands As Intentional Agents Framework Researchmentioning

confidence: 99%

“…As noted, high self-brand congruence leads to positive brand relational outcomes (He et al, 2018;Lee et al, 2013;Park et al, 2013;Wijnands & Gill, 2020), and some people can become human brands (Bennett et al, 2019;Centeno et al, 2019;Thomson, 2006;Zeitoun et al, 2020). Combining these two ideas, research studied the way consumers relate to influencers.…”

Section: Digital Marketingmentioning

confidence: 99%

See 1 more Smart Citation

Social perception of brands: Warmth and competence define images of both brands and social groups

Kervyn¹,

Malone²

2021

Consumer Psychology Review

View full text Add to dashboard Cite

People form impressions about brands as they do about social groups. The Brands as Intentional Agents Framework (BIAF) a decade ago derived from the Stereotype Content Model (SCM) two dimensions of consumers' brand perception: warmth (worthy intentions) and competence (ability). The BIAF dimensions and their predictive validity have replicated the general primacy of warmth (intentions) and developed the congruence principle of fit to context. BIAF domains include various brands, product design, and countries as origins of products and as travel destinations. Brand anthropomorphism plays a role in perceiving brands' morality, personality, and humanity. Consumer–brand relations follow from anthropomorphism: perceived brand‐self congruence, brand trust, and brand love. Corporate social (ir)responsibility and human relations, especially warm, worthy intent, interplay with BIAF dimensions, as do service marketing, service recovery, and digital marketing. Case studies describe customer loyalty, especially to warm brands, corresponds to profits, charitable donations, and healthcare usage. As the SCM and BIAF evolve, research potential regards the dimensions and beyond. BIAF has stood the tests of time, targets (brands, products, and services), and alternative theory (brand personality, brand relationships), all being compatible. Understanding how people view corporations as analogous to social groups advances theory and practice in consumer psychology.

show abstract

“…In past research, the role and impact of CEOs were studied through their effectiveness in advertisements (Agnihotri and Bhattacharya, 2019), their pay ratio compared to their workers (Mohan et al, 2018), their endorsement strategy (Vaid and Ahearne, 2018), their marketing background and market orientation (Brower and Nath, 2018), their appearance and gender (Dean, 2019), their media appearances (Bai et al, 2019), their role as a spokesperson (Zeitoun et al, 2020) and as a dimension of brand association (Andreini et al, 2021), but without considering CEOs as celebrities, with the exception of Scheidt et al's (2018) study. However, more and more press releases treat some CEOs as such, providing details of their personal life and public behavior.…”

Section: Introductionmentioning

confidence: 99%

Celebrity CEOs’ credibility, image of their brands and consumer materialism

Huaman-Ramirez

Merunka

2021

JCM

View full text Add to dashboard Cite

Purpose This paper aims to model and estimate how celebrity chief executive officers (CEOs) credibility (i.e. expertise, trustworthiness, attractiveness) is related to their brand image (i.e. functional, sensory/visual). This paper further examines the effects of consumer materialism on both celebrity CEOs’ credibility and the image of their brand. Design/methodology/approach A total of 260 participants knowledgeable of CEOs and their corresponding brands completed an online questionnaire in a cross-sectional study. The data were analyzed through covariance-based structural equation modeling. Findings Celebrity CEOs’ expertise and attractiveness are positively related to both functional and sensory/visual images of their brands. Results also demonstrate the positive effect of materialism on both celebrity CEOs’ credibility and brand image. Research limitations/implications The research was conducted in one country (France) using a cross-sectional design. Additional studies in other settings or countries should be carried out to establish the generalizability of results and strengthen causality inferences. Practical implications CEOs need to understand and manage their key role as celebrities, given the direct influence they may have on consumer brand perceptions and behavior. Originality/value This study refines the relationship between celebrity CEOs’ credibility and brand image. It is the first to introduce and validate the effect of consumer materialism on the perception of celebrity CEOs.

show abstract

When brands use CEOs and employees as spokespersons

Cited by 9 publications

References 83 publications

Building a Personal Brand as a CEO: A Case Study of Vivy Yusof, the Cofounder of FashionValet and the dUCk Group

Building a Personal Brand as a CEO: A Case Study of Vivy Yusof, the Cofounder of FashionValet and the dUCk Group

Social perception of brands: Warmth and competence define images of both brands and social groups

Celebrity CEOs’ credibility, image of their brands and consumer materialism

Contact Info

Product

Resources

About