Fame and fortune: a conceptual model of CEO brands

Purpose - This conceptual paper examines the notion of CEO brands and the problems that arise if they are misaligned with company brands. Previous research examines product, company and people brands and implications for senior executives and organizations, but there is no theoretical framework for...

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Veröffentlicht in:	European journal of marketing 2013-03, Vol.47 (3/4), p.596-614
Hauptverfasser:	Bendisch, Franziska, Larsen, Gretchen, Trueman, Myfanwy
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand equity Brand identification Brand image Brand management Celebrities Chief executive officers Influence Media coverage Perceptions Reputations Stakeholders
Online-Zugang:	Volltext
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