The Musk Effect : Examining the Relationship Between Celebrity CEO and Brand Image in the Automotive Industry

Celebrity CEOs, such as Elon Musk of Tesla, have considerable influence in today`s corporate environment. This study investigates how consumers` perceptions of corporate brands are affected by this celebrity status. Specifically, it examines how Tesla drivers and non-Tesla drivers perceive the brand differently to shed light on the wider effects of celebrity leadership on brand image.