| Resumo: | The current business context is highlighted by the need for information. Moreover, stakeholder’s considerate that it is imperative to establish transparency and mutual understanding. A constant request that transparency and Approachability should come from the brand's internal environment, justifying its true essence while humanizing its value to the community. Here, certain brands have introduced the continuous intervention of their CEOs, acting as a brand ambassador and the embodiment of its characteristics. Leaders who now act on relationship building, benefit Brand Equity and stakeholders' brand perception over its intangible value. However, this evidence contrasts with the academic development around this topic, assuming an embryonic stage and for which this research seeks to build understanding. This dissertation seeks to highlight the links between concepts and explore the influence of CEO Sociability on Brand Equity. Additionally, examine the influence of Sociability on the relational aspect between brand and consumer, as this outgoing leadership posture may engender those outcomes. Theoretical and empirical support is adopted to facilitate the comprehension around this topic. The exploratory aspect is reviewed in the use of qualitative and quantitative methods (8 interviews and 356 questionnaire respondents). Results showed that Sociability, captured by means of Credibility and Approachability, assumes to significantly influence Brand Equity and Consumer-Brand Relationship. Moreover, the latter also significantly influences Brand Equity. For Executives, their role in brand's value stems from their willingness to introduce this sociable leadership, as it benefits consumer's brand perception, where word-of-mouth builds brand positioning and sustainability.
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