THE EFFECT OF CEO SPEECHES AND ATTRIBUTES ON CORPORATE IDENTITY AND STAKEHOLDER PERCEPTION IN EMERGING MARKETS

The main purpose of the paper seeks to investigate how the content of CEO speeches and attributes conveys a correct identity and image of a CEO in the minds of stakeholders. It is a qualitative exploratory study. In total, three speeches by Apple's CEO and Pepsi's CEO were examined for thi...

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Bibliographic Details
Published inAdvances in competitiveness research Vol. 29; no. 1/2; pp. 12 - 31
Main Author Srivastava, R K
Format Journal Article
LanguageEnglish
Published Indiana American Society for Competitiveness 01.01.2021
Subjects
Annual reports
Celebrities
Communication
Corporate identity
Corporate image
Emerging markets
Hypotheses
Influence
Literature reviews
Meetings
Perceptions
Power
Speeches
Stakeholders
India
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Summary:The main purpose of the paper seeks to investigate how the content of CEO speeches and attributes conveys a correct identity and image of a CEO in the minds of stakeholders. It is a qualitative exploratory study. In total, three speeches by Apple's CEO and Pepsi's CEO were examined for this study. This paper combines qualitative and quantitative analysis to investigate the speeches of two CEOs from two global brands-one highly involved and other low involved. The impact of CEO speeches and attributes on stakeholder perceptions on image and corporate identity through application of meaning transfer theory is a major finding of this study. However, the study also reports that a CEO of a low involved product like Pepsi may not influence the perceptions of stakeholders compared to Apple - a highly involved product.
ISSN:2330-4103