Abstract

The purpose of this study was to select appropriate trait adjectives describing corporate image and identify the latent factor structure represented in those trait adjectives. For this purpose, three studies were conducted. In study 1, total 926 college students rated each of 770 trait adjectives on appropriateness in describing corporate image. Among 770 trait adjectives, 332 trait adjectives were judged as appropriate in representing the corporate image. In study 2, total 755 college students rated each of 332 trait adjectives on favorableness in describing corporate image. In study 3, total 764 college students rated image of Korean five largest corporations(Hyundai, Daewoo, Samsung, Lucky-Goldstar, Sunkyong) using 157 trait adjectives. Ratings were analyzed by common factor analysis. It was found that there are five latent dimensions in represented in those trait adjectives: Intellect(31%), Vitality(27%), Dehumanization(20%), Propulsion(12%), and Stability(10%). Based on these five dimensions, the five largest corporations were compared each other. Results from multiple comparison indicated that Samsung had generally good image in all of the five dimensions. The images of Daewoo and Lucky-Goldstar were relatively less favorable than those of other three companies. Results from cluster analysis indicated the image of Daewoo and Lucky-Goldstar and the image of Samsung and Sunkyong were similar each other. Lastly the limitation of this study and additional research tasks were discussed.