Investigating University Characteristics on Personality Traits

Kullanun Sripongpun ()
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Kullanun Sripongpun: Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand Author-2-Name: Nattanan Saksamrit Author-2-Workplace-Name: Vaal University of technology, P Bag X021, 1900, Vanderbijlpark, South Africa Author-3-Name: Watcharapong Intarawong Author-3-Workplace-Name: Kasetsart University, Sakon Nakhon, Thailand Author-4-Name: Pattama Suriyakul Na Ayudhya Author-4-Workplace-Name: Kasetsart University, Sakon Nakhon, Thailand Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:

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Abstract: Objective - This study aims to extend the brand personality concept by applying this concept to the organization, i.e., the university. Methodology/Technique - A questionnaire was designed based on Aaker (1997)'s 5 dimensions of brand personality scale to collect the data. 400 Thai undergraduate students of Kasetsart University Chalermphrakiat Sakon Nakhon Province Campus participated in this study. Participants were first informed of the study description and instructed to think of a university as if it were a person and to rate on a five-point scale (1 = not at all descriptive, 5 = extremely descriptive). In the data analysis, descriptive statistics (mean and standard deviation) and exploratory factor analysis (EFA) were used. Finding - The results from the exploratory factor analysis (EFA) with a varimax rotation showed 5 factors of university personality. Factor 1 represents competence dimension having 10 items (successful, leader, technical, corporate, cool, hardworking, secure, spirited, confident and reliable). Factor 2 represents sophistication dimension which had 4 items (glamorous, good looking, smooth and upper class). Factor 3 represents ruggedness dimension which had 5 items (western, tough, masculine, rugged and outdoorsy). Factor 4 represents sincerity dimension which had 2 items (honest and sincere). The last factor was excitement dimension which had only 1 item, imaginative. Furthermore, according to student perspective, the majority of university personality dimensions of Kasetsart University Chalermphrakiat Sakon Nakhon Province Campus was ruggedness dimension. Novelty - Research examining the dimensions of organization personality is still scant. To fill the gap, the current study was conducted to demonstrate how the brand personality concept was applicable when the organization was viewed as a brand. Therefore, it is a preliminary step toward such direction to extend and apply the brand personality concept to a new different area. Type of Paper - Empirical

Keywords: University Personality; University Characteristics; Personality Traits; Brand Personality Concept. (search for similar items in EconPapers)
JEL-codes: M10 M19 (search for similar items in EconPapers)
Pages: 7
Date: 2021-03-31
New Economics Papers: this item is included in nep-sea
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Published in Global Journal of Business and Social Science Review, Volume 9, Issue 1.

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Persistent link: https://EconPapers.repec.org/RePEc:gtr:gatrjs:gjbssr585

DOI: 10.35609/gjbssr.2021.9.1(7)

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