Bendisch, Franziska; Larsen, Gretchen; Trueman, Myfanwy - In: European Journal of Marketing 47 (2013) 3/4, pp. 596-614
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...