CEO Brand Equity – Implementation of a Conceptual Model: Comparing CEO Brand Equity during Successful and Crisis Periods

IF 2.3 Q1 COMMUNICATION

International Journal of Strategic Communication Pub Date : 2022-01-01 DOI:10.1080/1553118X.2021.2010084

Osnat Cottan-Nir, S. Lehman-Wilzig

{"title":"CEO Brand Equity – Implementation of a Conceptual Model: Comparing CEO Brand Equity during Successful and Crisis Periods","authors":"Osnat Cottan-Nir, S. Lehman-Wilzig","doi":"10.1080/1553118X.2021.2010084","DOIUrl":null,"url":null,"abstract":"ABSTRACT Chief Executive Officer (CEO) brands that shape stakeholders’ perceptions have become a central component of companies’ strategic communication due to the CEO brand’s substantial contribution to the perception of the company’s brand, to its reputation, and thus to its performance. However, the concept of CEO brand equity is still under-researched. This study offers a first-time, empirical implementation of the CEO brand equity conceptual model, comparing the strongest Israeli CEO brand’s equity between two different periods (peak and crisis) through two central stakeholder groups’ perceptions: media (content analysis); financial analysts (in-depth interviews). The findings indicate significant differences exist between the two periods – strongly suggesting the model’s utility as a professional, strategic communication tool for assessing CEO brands’ contribution to the company, while offering a better understanding of CEO brand strengths and weaknesses. The CEO brands can also be taken as examples for leader branding of other organizations (nonprofit or governmental etc.).","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":null,"pages":null},"PeriodicalIF":2.3000,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Strategic Communication","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/1553118X.2021.2010084","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"COMMUNICATION","Score":null,"Total":0}

引用次数: 1

Abstract

ABSTRACT Chief Executive Officer (CEO) brands that shape stakeholders’ perceptions have become a central component of companies’ strategic communication due to the CEO brand’s substantial contribution to the perception of the company’s brand, to its reputation, and thus to its performance. However, the concept of CEO brand equity is still under-researched. This study offers a first-time, empirical implementation of the CEO brand equity conceptual model, comparing the strongest Israeli CEO brand’s equity between two different periods (peak and crisis) through two central stakeholder groups’ perceptions: media (content analysis); financial analysts (in-depth interviews). The findings indicate significant differences exist between the two periods – strongly suggesting the model’s utility as a professional, strategic communication tool for assessing CEO brands’ contribution to the company, while offering a better understanding of CEO brand strengths and weaknesses. The CEO brands can also be taken as examples for leader branding of other organizations (nonprofit or governmental etc.).

查看原文本刊更多论文

CEO品牌资产-概念模型的实施:成功和危机时期CEO品牌资产的比较

由于CEO品牌对公司品牌的认知、声誉以及业绩的重大贡献，塑造利益相关者认知的CEO品牌已经成为公司战略沟通的核心组成部分。然而，CEO品牌资产的概念还没有得到充分的研究。本研究首次提供了CEO品牌资产概念模型的实证实施，通过两个核心利益相关者群体的感知，比较了两个不同时期(高峰和危机)最强的以色列CEO品牌资产:媒体(内容分析);金融分析师(深度访谈)。研究结果表明，这两个时期之间存在显著差异——这强烈表明，该模型作为评估CEO品牌对公司贡献的专业、战略沟通工具的实用性，同时也有助于更好地了解CEO品牌的优势和劣势。CEO品牌也可以作为其他组织(非营利组织或政府等)领导者品牌的范例。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

International Journal of Strategic Communication Social Sciences-Sociology and Political Science

CiteScore

3.40

自引率

0.00%

发文量

期刊介绍： The International Journal of Strategic Communication examines the philosophical, theoretical, and applied nature of strategic communication, which is “the purposeful use of communication by an organization to fulfill its mission.” IJSC provides a foundation for the study of strategic communication from diverse disciplines, including corporate and managerial communication, organizational communication, public relations, marketing communication, advertising, political and health communication, social marketing, international relations, public diplomacy, and other specialized communication areas. The IJSC is the singular forum for multidisciplinary inquiry of this nature.