The effect of the CEO media coverage on corporate brand equity: evidence from Poland

Research background: Despite increased attention in the literature to importance of CEO?s brand for companies, understanding effect CEO on corporate remains limited. To contribute this discussion, paper investigates different facets impact brand, and particularly its media coverage, equity.
 Purpose article: This study relationship between aspects brand?s coverage Methods: Comprehensive monitoring press online sourcing CEOs from strongest Polish brands were conducted. For three years (2014?2017), covered 81 CEOs, resulting over 44,000 data points study. Regression analysis was conducted determine whether a exists personal company Findings & value added: provides new perspective showcases empirical evidence with equity. It introduces two relevant novel variables (CEO reach advertising equivalent [AVE]) literature, which have been limited number mentions sentiment. Accordingly, contributes emerging branding within field. Contrary expectation, intensity alone not significant. Results indicate that AVE exposure are reflected The also finds negative sentiment toward negatively affects adds growing stream role brand.