1. bookVolume 29 (2021): Issue 1 (March 2021)
Journal Details
First Published
30 Mar 2015
Publication timeframe
4 times per year
access type Open Access

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

Published Online: 22 Apr 2021
Volume & Issue: Volume 29 (2021) - Issue 1 (March 2021)
Page range: 39 - 60
Received: 29 Oct 2020
Accepted: 08 Mar 2021
Journal Details
First Published
30 Mar 2015
Publication timeframe
4 times per year

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.

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.


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