An Exploration of Measuring Corporate Personality
Kwang Su Kim
(Department of Journalism & Communication Studies, Korea University)
Sunwook Chung
(Department of Journalism & Communication Studies, Korea University)
The Korean Journal of Consumer and Advertising Psychology / The Korean Journal of Consumer and Advertising Psychology, (P)1229-8778;
2000, v.1 no.1, pp.103-121
Kim,
K. S., &
Chung,
S.
(2000). An Exploration of Measuring Corporate Personality. The Korean Journal of Consumer and Advertising Psychology, 1(1), 103-121.
Abstract
This study is designed to identify and develop the measurement items of corporate personality. Based on the previous research of 'Big Five' dimensions of personality and brand personality, it focuses on exploring the various personal characteristics associated with corporations. The 39 items resulted in five factors such as sincerity, leadership, feminism, toughness, and utilitarianism to describe 16 domestic companies.
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ISSN : 1229-8778
