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Constructing the CEO Personal Brand: The Case of Four Pioneering CEOs in Turkey

Author

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  • Nihat Erdoğmuş

    (Yıldız Technical University)

  • Emel Esen

    (Yıldız Technical University)

Abstract

CEOs are high-profile figureheads who have a critical role in their organization. Because of their high impact on firm performance and brands, stakeholders and the public follow them. The main purpose of this study is to explore pioneering Turk CEOs’ construction of the CEO brand. The study focuses on the determinants and process of CEO branding and relies on content analysis of four CEOs’ biographies using purposeful sampling. The comparative case study method was conducted using a grounded approach. As a result of the study, CEOs’ career background, leadership in change, impression management, and firm brand became the determinants for the CEO brand building process. In this process, career background provides an advantage to leadership in change, and impression management mediates the relationship between leadership in change (performance) and CEO branding.

Suggested Citation

  • Nihat Erdoğmuş & Emel Esen, 2018. "Constructing the CEO Personal Brand: The Case of Four Pioneering CEOs in Turkey," Corporate Reputation Review, Palgrave Macmillan, vol. 21(2), pages 37-49, June.
    • Handle: RePEc:pal:crepre:v:21:y:2018:i:2:d:10.1057_s41299-017-0042-3
    DOI: 10.1057/s41299-017-0042-3
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    References listed on IDEAS

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    1. Eric Guthey & Brad Jackson, 2005. "CEO Portraits and the Authenticity Paradox," Journal of Management Studies, Wiley Blackwell, vol. 42(5), pages 1057-1082, July.
    2. Steven Kaplan & Janet Samuels & Jeffrey Cohen, 2015. "An Examination of the Effect of CEO Social Ties and CEO Reputation on Nonprofessional Investors’ Say-on-Pay Judgments," Journal of Business Ethics, Springer, vol. 126(1), pages 103-117, January.
    3. McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
    4. Mathew L. A. Hayward & Violina P. Rindova & Timothy G. Pollock, 2004. "Believing one's own press: the causes and consequences of CEO celebrity," Strategic Management Journal, Wiley Blackwell, vol. 25(7), pages 637-653, July.
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    Cited by:

    1. Shahzeb Hussain & T. C. Melewar & Constantinos-Vasilios Priporas & Pantea Foroudi & Waleed Yusef, 2021. "Understanding Celebrity Trust and Its Effects on Other Credibility and Image Constructs: A Qualitative Approach," Corporate Reputation Review, Palgrave Macmillan, vol. 24(4), pages 247-262, November.
    2. 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.
    3. Nor Hasliza Md Saad & Zulnaidi Yaacob, 2021. "Building a Personal Brand as a CEO: A Case Study of Vivy Yusof, the Cofounder of FashionValet and the dUCk Group," SAGE Open, , vol. 11(3), pages 21582440211, July.

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