(CNN) - As President Obama pushes forward with his agenda, he may find that a homecoming king's likeability is just as integral as the power and authority inherent to the Oval Office.
"I just don't think you can be effective without being liked," said Bruce Newman, a professor of marketing at DePaul University and editor of the Journal of Political Marketing.
Newman describes Obama's leadership as a "two-pronged support system of both being popular but yet having the respect."
"I don't think you can be effective without that first step of making that emotional connection with the voter, but to continue to be effective, it's not enough," he said.
Newman pointed to three recent examples of presidential candidates who lacked the appeal of their opponent: Bob Dole vs. Bill Clinton, John Kerry vs. George W. Bush, and John McCain vs. Obama.
"We are looking for leaders that we could relate to, that we would like to have dinner with or have a beer with or a glass of wine with," he added.
Obama has been likened to Republican President Ronald Reagan, who was generally considered more popular than his policies at the start of his first term.