Measuring corporate personality: A critical review and new insights

Oleg Gorbaniuk (), Wiktor Razmus, Kasia Firlej, Agnieszka Lebiedowicz and Maciej Leszczyński
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Oleg Gorbaniuk: The John Paul II Catholic University of Lublin
Wiktor Razmus: The John Paul II Catholic University of Lublin
Kasia Firlej: Purdue University Calumet
Agnieszka Lebiedowicz: mFinanse S.A.
Maciej Leszczyński: Rossmann SDP sp. z o.o

Journal of Brand Management, 2017, vol. 24, issue 5, No 4, 423-438

Abstract: Abstract This article aims to explore the perceived ‘personality’ of marketing objects and reveal new insights in the search for universal dimensions of corporate personality traits. A critical review of the literature sheds new light on the theoretical and methodological reasons for discrepancies in previous research results. In order to verify the reasons for the discrepancies, multi-stage qualitative and quantitative studies were conducted by applying a theoretically and methodologically well-grounded psycho-lexical procedure and multilevel approach. The comparison between our results and the results obtained in previous studies enabled identifying four universal personality dimensions in the perception of companies: Innovativeness/Enterprise, Openness to Others, Stability and Machiavellianism. Newly developed scales enable the measurement of these dimensions on both a company (for between-company comparisons) and an individual (for between-customer within-company comparisons) levels.

Keywords: Business organisations; Corporate image; Psycho-lexical approach; Consumer behaviour (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (2)

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DOI: 10.1057/s41262-017-0042-8

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