Abstract
The main purpose of the paper seeks to investigate how the content of CEO speech and his attributes give the correct identity and image of CEO in the mind of stakeholder. It is a qualitative exploratory study. In total, three, speeches each of Apple CEO and Pepsi CEO is taken for study. This paper combines qualitative and quantitative analysis to investigate a CEO speech of two global brands-one highly- involved and other being a low- involved brand. The impact of CEO speeches and their attributes on stakeholder perceptions on image and corporate identity through application of meaning transfer theory is a major finding of this study. However, study, also reported that CEO may not influence the perception of the stakeholder for a low involved product like Pepsi compared to Apple- a high involved product. Role of CEO speech, and his attributes analysis on corporate identity and stakeholder perception, as a marketing approach, is a major contribution of this study and is explained through meaning transfer theory in emerging markets.
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