The CEO’s personal brand: Differences in creation between women and men
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Published:
Jul 19, 2022
Keywords:
Personal brand, Creation of personal brand, CEO's personal brand
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Abstract
Men and women are perceived differently and thus their personal brands can be created and presented differently. The question of the existence of any differences in personal brand creation by male and female leaders remains unanswered [Górska 2021]. In reference to this research gap, the purpose of the present study is an attempt to find answers to the following research questions: What differences are there in the personal brand creation processes of female and male CEOs? How do women and men in CEO positions use the media to build their personal brands?
This article is intended as an exploratory study to identify the differences in CEO’s personal branding between women and men. We will begin with a discussion of the subject literature and differences in how women and men are perceived in professional and private situations, focusing primarily on the personal brands of male and female leaders and CEOs. Next, we will present the preliminary results of a pilot study and will discuss the results in the context of prior findings. In the last section we will make recommendations for future studies and discuss the limitations. (fragment of the text)
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How to Cite
Staniszewska, Z., & Górska, A. (2022). The CEO’s personal brand: Differences in creation between women and men. Women and Business, (1-4), 2–15, 42. https://doi.org/10.33119/KiB.2021.1-4.1
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