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

Author

Listed:
  • 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
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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.
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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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