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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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5 Summary and future prospects

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In the following, the contribution of this thesis is presented by summarizing the provided answers to the research questions from chapter 1.1. In Addition to this, the limitations of the study and suggestions for further research will be pre- sented. This chapter concludes with the most important practical implications. In order to achieve the first objective of this study, a theoretically well-founded basis for further research on CEO reputation is established by answering the first three research questions. The second objective of this study was the empirical validation of the hypothesized relationships between CEO reputation, its ante- cedents, and the consequences thereof. That part of the contribution of this thesis is presented by providing a summary on the answers to the research questions five to seven. RQ1: What is the comprehension of the term CEO reputation? A thoroughly developed definition has been presented in chapter 2.1. Literature on leader reputation, corporate reputation, and social psychology helped sub- stantiate the conceptualization of CEO reputation as a two-dimensional, attitude- related construct. Accordingly, the competence dimension represents the cog- nitive evaluation of chief executives which is based on knowledge concerning the CEO. The likeability dimension covers the emotional assessment of the CEO which is based on feelings towards the executive. The evaluation is based on abilities, behavior, and character traits and it comprises direct experience as well as media or interpersonal sources. The reputation of chief executives can be differentiated from personality, identity, and image as follows: the former two concepts are rather...

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