Chief Executive Officers' Image and Corporate Brands

• Main Author: Hussain Shaari, Z
• Format: Conference or Workshop Item
• Published: 2012
• Subjects: H Social Sciences (General)
• Online Access: http://eprints.utp.edu.my/7771/1/H.Shaari_et_al_2012.pdf; http://eprints.utp.edu.my/7771/

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 Va...