open access
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open access
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ISSN : 1229-8778
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.