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Measurement and Management of Chief Executive Reputation

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Richard Rinkenburger

Whereas the importance of CEO reputation has increased over the last years, only very little scientific research has been conducted. This thesis addresses the vagueness of past conceptualizations by providing a well-founded theoretical background, the development of a reliable and valid measurement model of CEO reputation as well as the validation of identified relations to its antecedents and consequences. An empirical online study was conducted among students of the university in Munich to validate the CEO reputation model. Using PLS path modeling, the analysis provides evidence for the impact of CEO reputation on several outcome variables (e.g., corporate reputation) and confirms different influences of the identified antecedents on CEO reputation. Thereby, practitioners can get valuable implications for the management of chief executives’ reputations.

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Figure 1: Structure of the thesis ............................................................................ 6 Figure 2: Differentiation of identity, image, and reputation ............................... 12 Figure 3: Conceptualization of CEO reputation ................................................. 16 Figure 4: Relations between CEO reputation and the five antecedents .............. 45 Figure 5: Relations between CEO reputation and CEO trustworthiness ............ 47 Figure 6: Relations between CEO reputation and corporate reputation ............. 49 Figure 7: Relations between CEO reputation and willingness to buy stocks ..... 51 Figure 8: Exemplary reflective measurement model .......................................... 55 Figure 9: Exemplary formative measurement model .......................................... 56 Figure 10: Exemplary mediator model ............................................................... 66 Figure 11: Exemplary moderator model ............................................................. 79 Figure 12: Questionnaire structure ...................................................................... 82 Figure 13: Number of CEOs known ................................................................... 87 Figure 14: Recognition of the individual CEOs .................................................. 87 Figure 15: Frequency distribution of the knowledge on the CEOs .................... 89 Figure 16: Competence indicators for CEOs and companies ............................. 91 Figure 17: Likeability indicators for CEOs and companies ................................ 92 Figure 18: Comparison of the individual CEO competence evaluations ............ 95 Figure 19: Comparison of the individual CEO likeability evaluations............... 96 Figure 20: Competence and likeability indices for the CEOs ............................. 97 Figure 21: Competence and likeability indices for the companies ..................... 98 Figure 22: Frequency distribution of trust propensity ........................................ 99 Figure 23: Frequency distribution of CEO trustworthiness .............................. 100 Figure 24: Perceived trustworthiness of the individual CEOs .......................... 101 Figure 25: Main effect model of CEO reputation ............................................. 104 Figure 26: Analysis stages to evaluate the hypotheses ..................................... 113 Figure 27: Main model for the antecedents and CEO reputation ..................... 114 Figure 28: Main model for CEO reputation and CEO trustworthiness ............ 121 Figure 29: Interaction model...

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