Not all CEOs are Created Equal as Advertising Spokespersons: Evaluating the Effective CEO Spokesperson

R. Eric Reidenbach · Robert E. Pitts

47 citations0/0 files storedJournal of Advertising

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Public Relations and Crisis Communication Corporate Identity and Reputation

Abstract

In spite of the growing practice of using CEOs as company spokespersons, such a practice may not yield the benefits expected. The mere fact that a person is a CEO does not mean (s)he automatically will be perceived as a credible and persuasive spokesperson. The results of this study indicate that only under certain conditions should the CEO be used and then, only if the CEO is perceived to possess certain credibility-linked dimensions. Failure to attend to these considerations may lead to advertising situations where ad dollars are better spent focusing attention on the product or the company rather than on the CEO. In some cases, use of the CEO may even detract from the overall objectives of the ad.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 47 citations exist upstream.

References

1969The Handbook of Social Psychology 1951The Influence of Source Credibility on Communication Effectiveness 1983Advances in Consumer Research 1979Reliability: A Review of Psychometric Basics and Recent Marketing Practices 1969Dimensions for Evaluating the Acceptability of Message Sources 1953"Reinstatement" of the communicator in delayed measurement of opinion change.1970Similarity, credibility, and attitude change: A review and a theory.1978The Persuasive Effect of Source Credibility: A Situational Analysis

Cited by

2015Human Branding in Political Marketing: Applying Contemporary Branding Thought to Political Parties and Their Leaders 2003Celebrity Images in Magazine Advertisements: An Application of the Visual Rhetoric Model 2016Do CEO Activists Make a Difference? Evidence from a Field Experiment 2020The role of endorsers in bringing defunct brands back to life: theory and evidence 2020When brands use CEOs and employees as spokespersons

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.