期刊名称：Journal of Management and Business Administration, Central Europe
印刷版ISSN：2450-7814
电子版ISSN：2450-8829
出版年度：2021
卷号：29
期号：1
DOI：10.7206/cemj.2658-0845.40
语种：English
出版社：Kozminski University
摘要：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. Methodology: The study is based on twelve semi-structured interviews with the CEOs of Poland’s strongest brands. Results were coded and analyzed with the use of MAXQDA software. Results: The research allowed us to understand the process of creating a personal brand by CEOs. Moreover, interviews revealed that the personal brand reflects the true self of CEOs. However, it is also adjusted to the target audience; consequently, CEOs show diverse identities to the outside world. Implications: Through the empirical investigation of the branding process, the findings fill a certain research gap. Insights gained in the process may prove useful for practitioners. Originality/value: The article explores the subject of the personal brand, which continues to be the focus of many researchers, particularly in the CEE region. This research gave voice to CEOs, who explained how they build their personal brand and shared detailed information whose scope greatly exceeds what they present in the media.
关键词：personal brand (1);CEO (1);personal branding process (1);CEO’s brand (1)
