Recently, corporate executive officers (CEO) have been regarded as the decision makers or leaders of the company, and their image behaviour, and even facial expressions not only affect the public and investors' perception of the company but also influence the shaping of the corporate image to some extent. The purpose of this paper is to explore the relationship between CEO's facial expressions and corporate image shaping. Studying the impact of the CEO's facial expression on corporate image, it reveals the important role of the CEO as an important representative of corporate image in shaping corporate image. This thesis will analyse the existing research results through the methods of literature review and empirical research, and explore the role of the CEO's facial expression in shaping the outside world's impression, reputation, and brand image of the enterprise by observing and analysing the CEO's facial expression. It will also propose some practical suggestions based on relevant theories as well as guide companies on facial expression management, to help companies effectively use CEO facial expressions to shape their corporate image.
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Xinyue Li (2024) studied this question.
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