Purpose This study introduces CEO likeability, distinguishes it from charisma and personality, and assesses its effect on analyst stock recommendations. Design/methodology/approach We define CEO likeability as an other-rated, positive valence attribution about the degree to which a CEO's characteristics and behaviors are considered pleasant or favorable. We assessed its effect on analyst recommendations with a sample of 75 CEOs and through the use of video-based assessment. Findings CEO likeability was a significant predictor of favorable analyst ratings (p 0.001). Further, multilevel mediation analyses offer evidence that CEO likability mediates the relationships between CEO charisma and analyst recommendations and between CEO openness and analyst recommendations. Originality/value CEO likeability is a promising construct for strategic leadership research, and can be evaluated using a video-based behavioral assessment method.
Scotter et al. (2026) studied this question.