ABSTRACT
This chapter examines the concept of CEO reputation and the factors that drive appreciation and regard for corporate leaders. It reviews some of the underlying attributes that explains the CEO reputation and the outcomes that is expected from CEO reputation their impact on different types of stakeholder support and on the reputation of the companies they lead. It also report the results of an exploratory study of CEO reputation conducted in Spain in 2010 and 2011 that test the CEO RepTrak® model developed by the Reputation Institute. The chapter describes assessment of the model and its implications for research and practice in the management of CEO reputation and as a contributor to a company's intangible value. The chapter indicates that managers and directors respect CEOs who are internally and externally effective at representing their companies and so who defend the interests of their stakeholders are their employees, customers, investors or society-at-large.
