CEO`s Personal Brand as a Factor of Consumer Loyalty for the Company

The phenomena of personal branding and customer loyalty have been matters of concern for researchers for some time. However, they have been studied separately. Thus, in our work we decided to investigate their connection and to collect and analyze data among clients of foreign language schools and courses. The sample for the study consisted of 201 Russian-speaking respondents, aged 18 to more than 60. The aims of our research are to study the concept of CEO`s personal branding, customer loyalty and carry out a research on relationship of CEO`s personal brand and customer loyalty to his and her company. It will be also a goal to investigate if familiarity with a CEO influences customer loyalty. The results supported the presence of connection between CEO`s personal brand and customer loyalty, moreover familiarity with CEO predicts customer loyalty. However, the two taken groups of clients, familiar and unfamiliar with CEO were not significantly different on the loyalty level. That could be due to obscure understanding among clients the concept of personal branding and possible difficulties with personal brand evaluation. Keywords: CEO`s personal brand, Customer Loyalty, Warmth, Competence, Relationship Marketing