Suit up or dress down: exploring the impact of CEO attire on corporate perceptions

Abstract

Purpose This study aims to investigate the influence of CEO attire formality on consumers’ perceptions of corporate image, drawing on first impression theory and spillover effect theory. Design/methodology/approach Four experimental studies were conducted to test the proposed effect, the underlying mechanism and the boundary condition. Findings The formality of CEO attire significantly influences consumers’ perceptions of corporate image. Specifically, formal CEO attire creates a stronger perception of corporate authority among consumers, mediated by perceived rule-following of the CEO. In contrast, informal CEO attire leads to a stronger perception of corporate friendliness, mediated by perceived psychological distance of the CEO. Moreover, a matching effect exists between the type of industry and CEO attire formality, where consumers perceive a greater match between authoritative industries and formally dressed CEOs, and between friendly industries and informally dressed CEOs. This alignment strengthens consumers’ corporate attitudes. Practical implications The findings offer valuable insights for CEOs aiming to foster a positive image through their attire, providing strategic guidance for aligning corporate image with industry characteristics. Originality/value This research extends the understanding of how consumers’ perceptions of CEO attire can spill over to affect the corporate image, offering a novel perspective on corporate image communication.