publication . Article . 2014

Linking Leadership Studies to Corporate Brand Management: A Review

Zullina H. Shaari; Amzairi Amar; M. Radzi Zainol; Azamudin Badri Harun;
Open Access
  • Published: 16 Dec 2014 Journal: International Journal of Business Administration, volume 6, issue 1 January, pages 26-37
Two models of corporate brand or reputation management include ¡°leadership and success¡± as a dimension that influences reactions of multiple stakeholders to organisations. Primary groups of stakeholders such as shareholders/investors, employees, and customers, often associate leadership of organisations with Chief Executive Officers (CEOs) or managing directors. This paper proposes that if CEOs are to be capitalised as part of corporate brand management, their leadership should be projected clearly to stakeholders to influence stakeholder attitudes. Although some studies tend to focus on linking leadership brands and transformational leadership to employees¡¯ ...
ACM Computing Classification System: ComputingMilieux_THECOMPUTINGPROFESSIONComputingMilieux_LEGALASPECTSOFCOMPUTINGInformationSystems_GENERAL
free text keywords: leadership archetypes, CEOs, corporate brand, reputation, metaphors, the CVF
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