The Impact of CEO-Induced Crises on Corporate Reputation: An Analysis of the Role of Executive Misconduct in Shaping Brand Image

Authors : Khalil Guliyev

Pages : 73-86

Doi:10.58724/assam.1798035

View : 25 | Download : 165

Publication Date : 2025-12-22

Article Type : Research Paper

Abstract :This study examines the impact of senior executives’ personal behaviors and decisions on corporate brand image. Today, CEOs and executives are not only responsible for company policies but also serve as the primary representatives of their organizations in the public eye. As such, we are in an era where individual mistakes or controversial statements can significantly affect corporate reputation. The aim of this study is to analyze the public relations (PR) strategies adopted by organizations in crisis situations caused by executives, and to evaluate the effectiveness of these strategies. In this context, the study is conducted through selected case studies from different sectors. A qualitative method was employed in the research, and case study analysis was carried out based on secondary data such as media reports, social media posts, and official corporate statements. The findings reveal that such crises can directly damage the corporate image, and that public relations efforts often fall short, especially when timely and transparent communication strategies are not implemented. Furthermore, it was observed that in some cases, the over-identification of the CEO’s image with the brand identity exacerbated the crisis
Keywords : CEO Krizi, Halkla Ilişkiler, Kurumsal Itibar, Kriz Iletişimi, Vaka Analizi

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