Abstract

Yoo(1994) exploratorily extracted five factors(Intellect, Vitality, Dehumanization, Propulsion, and Stability) from trait adjectives describing corporate image. The purpose of this study was to confirm the five factors, and develop a model for measuring the corporate image. For this purpose, first of all, exploratory models were established based on the result of Yoo(1994)'s study. Then a confirmatory factor analysis was performed by LISREL 8 to develop the measurement model for the corporate image. In the step of model development, 395 college students rated the image of Korean five largest corporations(Hyundai, Daewoo, Samsung, Lucky-Goldstar, Sunkyong) using 154 trait adjectives describing corporate image. The result of the confirmatory factor analysis indicated the measurement model consisted of the five factors was well fitted to the data, and the model consisted of 30 trait adjectives(6 trait adjectives per a factor) was the best model. Another confirmatoty factor analysis was conducted to cross-validate the model using 394 college students. Result indicated the model was valid across different samples. Based on the five factor model of the corporate image, the five corporations were compared each other. Results from multiple comparison indicated that Samsung had generally good image in almost all of the five dimensions. The image of Hyundai was the worst in terms of Dehumanization factor. These results were exactly consistent with the previous study(Yoo, 1994). Results from cluster analysis indicated the images of Sunkyong, Daewoo, and Lucky-Goldstar were similar each other, and the images of Samsung and Hyundai were quite different. Lastly the implication and the limitation of this study were discussed. Also additional research tasks were suggested.