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The effect of the CEO media coverage on corporate brand equity: evidence from Poland

Author

Listed:
  • Anna Gorska

    (Kozminski University, Poland)

  • Grzegorz Mazurek

    (Kozminski University, Poland)

Abstract

Research background: Despite increased attention in the literature to the importance of the CEO’s brand for companies, understanding of the effect of the CEO brand on the corporate brand remains limited. To contribute to this discussion, this paper investigates different facets of the impact of the CEO brand, and particularly its media coverage, on corporate brand equity. Purpose of the article: This study investigates the relationship between the different aspects of the CEO brand’s media coverage and corporate brand equity. Methods: Comprehensive media monitoring in the press and online sourcing of CEOs from the strongest Polish brands were conducted. For three years (2014–2017), media monitoring covered 81 CEOs, resulting in over 44,000 data points for this study. Regression analysis was conducted to determine whether a relationship exists between different facets of the CEO’s personal brand and company brand equity. Findings & value added: This study provides a new perspective on the relationship between the CEO and corporate brands and showcases empirical evidence of the CEO brand’s relationship with corporate brand equity. It introduces two relevant and novel variables (CEO brand reach and CEO brand advertising value equivalent [AVE]) to the literature, which have been limited to the number of mentions and its sentiment. Accordingly, this study contributes to the emerging literature of CEO branding within the branding field. Contrary to expectation, the intensity of media coverage alone was not significant. Results indicate that reach and AVE of CEO media exposure are reflected in the corporate brand equity. The study also finds that negative sentiment toward a CEO’s brand negatively affects corporate brand equity. The study adds to the growing stream of literature on the role of CEO brand.

Suggested Citation

  • Anna Gorska & Grzegorz Mazurek, 2021. "The effect of the CEO media coverage on corporate brand equity: evidence from Poland," Oeconomia Copernicana, Institute of Economic Research, vol. 12(2), pages 499-523, June.
    • Handle: RePEc:pes:ieroec:v:12:y:2021:i:2:p:499-523
    DOI: 10.24136/oc.2021.017
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    References listed on IDEAS

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    Cited by:

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    2. Agnieszka Stanowicka & Małgorzata Kobylińska & Anna Wichowska, 2023. "Awareness of the Cittaslow Brand among Polish Urban Dwellers and Its Impact on the Sustainable Development of Cities," Sustainability, MDPI, vol. 15(10), pages 1-13, May.
    3. Dariusz Siemieniako & Pawe³ Kaliszewski, 2022. "Factors influencing structural power dynamics in buyer-supplier relationships: a power sources framework and application of the critical incident technique," Oeconomia Copernicana, Institute of Economic Research, vol. 13(1), pages 151-179, March.
    4. Agnieszka Walczak-Skałecka, 2023. "From Start-Up Capital to Diversification and Sustainability of Personal Branding Activities," Sustainability, MDPI, vol. 15(24), pages 1-24, December.

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    More about this item

    Keywords

    corporate brand; corporate brand equity; CEO brand; personal 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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