CEO as the face of the brand: how parasocial bonds drive consumer trust and purchase intention among Gen Z

Key Points

• The aim is to investigate how CEO branding can foster consumer trust and enhance purchase intentions, specifically among Gen Z.
• Qualitative analysis of consumer perceptions regarding CEOs as brand representatives
• Survey distribution to measure trust and purchase intention
• Comparison of responses across different brands
• Stronger parasocial bonds lead to increased consumer trust in brand
• Higher levels of trust correlate with greater purchase intentions among Gen Z
• CEO visibility positively impacts brand perception and engagement

Abstract