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Chief Executive Officers' Image and Corporate Brands

Hussain Shaari, Z (2012) Chief Executive Officers' Image and Corporate Brands. In: UNSPECIFIED.

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Abstract

Chief Executive Officers (CEOs) are part of corporate brand image and the indicator for organisational leadership and success [see 2, 3, 4 and 5]. This paper proposes that if CEOs are associated with corporate brand, they should project their images as leaders to stakeholders. Using the Competing Values Framework (CVF) for leadership [14], the paper classified CEO leadership types appeared in the academic literature into the CVF four quadrants based on the authors’ conceptual definitions The classification revealed that CEOs were perceived as playing multiple leadership roles, which are manifested into leadership archetypes (i.e. personifications of abstract leadership qualities). The archetypes had different labels subject to the situational contexts and respondents’ perceptions. These archetypes can be used as part of corporate brand image.

Item Type:Conference or Workshop Item (UNSPECIFIED)
Uncontrolled Keywords:strategic leadership, archetypes, roles, the CVF, situational contexts, corporate brand, CEOs, metaphors.
Subjects:H Social Sciences > H Social Sciences (General)
Departments / MOR / COE:Departments > Management & Humanities
ID Code:7771
Deposited By: Ms Zullina Hussain Shaari
Deposited On:14 Aug 2012 03:08
Last Modified:19 Jan 2017 08:21

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