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The True or the Idealized Self: How CEOs Build Their Personal Brands?

Author

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  • Górska Anna M.

    (Kozminski University,Jagiellońska 57/59, 03-301Warsaw, Poland)

Abstract

Purpose: This study aims to empirically present the process of personal branding of CEOs. Building on the theoretical model proposed by Wojtaszczyk and Maszewski (2014), the study illustrates how CEOs build their personal brands.

Suggested Citation

  • Górska Anna M., 2021. "The True or the Idealized Self: How CEOs Build Their Personal Brands?," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(1), pages 39-60, March.
    • Handle: RePEc:vrs:jmbace:v:29:y:2021:i:1:p:39-60:n:6
    DOI: 10.7206/cemj.2658-0845.40
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    References listed on IDEAS

    as
    1. Diana Ingenhoff & Katharina Sommer, 2010. "Trust in Companies and in CEOs: A Comparative Study of the Main Influences," Journal of Business Ethics, Springer, vol. 95(3), pages 339-355, September.
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    4. Labrecque, Lauren I. & Markos, Ereni & Milne, George R., 2011. "Online Personal Branding: Processes, Challenges, and Implications," Journal of Interactive Marketing, Elsevier, vol. 25(1), pages 37-50.
    5. Getchell, Kristen M. & Beitelspacher, Lauren Skinner, 2020. "Better marketing for female marketers: Gendered language in the Forbes CMO list," Business Horizons, Elsevier, vol. 63(5), pages 607-617.
    6. Weng, Pei-Shih & Chen, Wan-Yi, 2017. "Doing good or choosing well? Corporate reputation, CEO reputation, and corporate financial performance," The North American Journal of Economics and Finance, Elsevier, vol. 39(C), pages 223-240.
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    8. Anne Toppinen & Vasylysa Hänninen & Katja Lähtinen, 2015. "ISO 26000 in the assessment of CSR communication quality: CEO letters and social media in the global pulp and paper industry," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 11(4), pages 702-715, October.
    9. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
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    More about this item

    Keywords

    personal brand; CEO; personal branding process; CEO’s brand;
    All these keywords.

    JEL classification:

    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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