Scientific Publishing Ltd.
The purpose of this paper is to understand the application of leadership styles in multinational organizations operating in the United States for their global brand management. Design/Methodology/Approach: This quantitative study design uses three hundred and seventy (370) sample units that were drawn from all levels in organizations in collecting data for the final analysis. Situational leadership style is the most dominant leadership style applied in global brand management. However, certain critical perspectives at the time of investigation revealed from the study are discussed in the paper. This paper is the first to provide underpinnings of employee's perception of leadership.