A Study on the Impact of the Internet Celebrityization of CEO Personal Brand on Corporate Brand Image – Taking China’s New Energy Vehicle Industry as an Example

In the context of the rapid growth of China’s new energy vehicle industry and the rise of short-video platforms, the internet celebrityization of CEO personal brands has emerged as an important channel for brand communication. However, existing research has paid limited attention to the components of CEO personal brands and their influence mechanisms in such dynamic digital environments. Drawing on social identity theory and industry characteristics, this study identifies four core components of CEO personal brand: morality, ability, personalization, and attractiveness. Using a mixed-method approach, content analysis was first conducted to capture key traits, followed by a survey yielding 529 valid responses. The results show that all four dimensions have significant positive effects on corporate brand image, with social identity playing a mediating role. Furthermore, the moderating effect of internet celebrityization follows an inverted U-shape, with the strongest support found for morality, while evidence for ability is comparatively weaker. The findings remain robust after controlling for demographic factors. This study extends research on CEO branding and offers practical implications for optimizing brand communication strategies in the new energy vehicle industry.