THE MULTIFACETED ROLE OF IMAGE IN LEADERS' PERSONAL BRANDING: A PERSPECTIVE ON ENCLOTHED COGNITION, DECISION PSYCHOLOGY, AND ARCHETYPAL RESONANCE
DOI:
https://doi.org/10.47820/recima21.v6i9.6784Keywords:
Professional Image, Personal Branding, Leadership, Decision PsychologyAbstract
This study explores the complex configuration of professional image as a strategic pillar and determining vector in leaders' personal branding. It analyzes the interconnection of Enclothed Cognition, cognitive biases and heuristics from Decision Psychology by Kahneman and Tversky, and archetypal resonance, unraveling the deep mechanisms that shape self-perception, legitimation, and performance in high-level leadership contexts. The employed methodology is characterized as theoretical-conceptual research, based on a critical and comprehensive review of interdisciplinary literature. The study demonstrates how Enclothed Cognition impacts the leader's self-perception and performance; cognitive biases shape first impressions and third-party perception; and archetypal resonance acts in the effective communication and legitimation of the personal brand. The integrated analysis of these dimensions reveals a complex and self-reinforcing dynamic. It is concluded that professional image is a multifaceted determinant of leadership success, offering strategic insights for leaders' personal branding.
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