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Balancing gender inequality in C-suite positions in Mexico : Women’s empowerment and success through personal branding
Journal of Cultural Marketing Strategy,
7
(2),
146-159
(2023)
Abstract
This research paper explores the factors that empower women in C-suite positions and the relationship between personal brand and successful performance in managerial positions. The study was conducted in two stages. First, a qualitative approach consisting of 15 in-depth interviews with women in C-suite positions was employed to identify preliminary challenges and feelings relating to personal brand. The second stage was based on insights from a qualitative study of data obtained from an online questionnaire administered to 111 women in C-suite positions. Structural equation modelling was used to analyse the data through three key variables: feeling attractive, education level and affluence. The results indicated the validity of the conceptual model. Aspects of having a high level of education, feeling attractive and having economic independence were associated with significant empowerment for women. To date, there have been very few studies into the empowerment of women in managerial positions in emerging markets and the importance of them feeling successful in their professional development. The present study underscores the importance of personal branding for women in C-suite positions with respect to physical care, intellectual preparation and the satisfaction of being economically independent. Even though there are large differences in the gender salary gap, women in C-suite positions have been able to feel successful and competent when they feel satisfied with their personal brand.
Keywords: personal branding; C-suites; women’s empowerment; professional satisfaction; modelling; gender equality
The full article is available to subscribers to the journal.
Author's Biography
Diana Dávila-Ruiz is a Senior Professor of Marketing at the School of Business at Universidad Anáhuac México, where she teaches on the undergraduate and MBA programmes, as well as executive education. She is an expert in corporate branding, and her research and scholarly interests focus on gender studies, brands, experiential marketing and social media marketing. She is Editor-in-Chief of the Anáhuac Journal and a founding partner of Ambassador Brands — the expert group of marketers specialising in brands that promote a positive image of Mexico. She has participated in various consultancy projects and worked as a lecturer in France, Mexico, Ecuador and Peru. Before joining academia, she worked for multinational companies such as Procter & Gamble, Unilever and Johnson & Johnson, and served as Marketing and Public Relations Director for Steelcase Co. in Latin America. She earned her doctorate at Grenoble École de Management in France.
Karla Barajas-Portas is a marketing professor at the Business and Economics school at Universidad Anahuac Mexico. She is also a visiting professor at Universidad de Chile, Universidad de Santiago de Chile, and Universidad San Francisco de Quito, Ecuador. Her research interests include digital marketing, branding, strategic marketing planning and e-commerce. She graduated in management and marketing from Universidad Panamericana, Mexico City, before obtaining masters’ degrees in marketing, integrated marketing communications, methodology of behavioural science, and digital marketing and e-commerce. She earned her PhD in marketing from Universidad Rey Juan Carlos de Madrid, Spain. Her professional experience includes marketing positions at Sony Music Entertainment, Grupo Salinas and Meta4.
