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Measuring corporate personality: A critical review and new insights

Author

Listed:
  • Oleg Gorbaniuk

    (The John Paul II Catholic University of Lublin
    University of Zielona Góra)

  • 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)

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.

Suggested Citation

  • Oleg Gorbaniuk & Wiktor Razmus & Kasia Firlej & Agnieszka Lebiedowicz & Maciej Leszczyński, 2017. "Measuring corporate personality: A critical review and new insights," Journal of Brand Management, Palgrave Macmillan, vol. 24(5), pages 423-438, October.
    • Handle: RePEc:pal:jobman:v:24:y:2017:i:5:d:10.1057_s41262-017-0042-8
    DOI: 10.1057/s41262-017-0042-8
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    References listed on IDEAS

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    1. d'Astous, Alain & Boujbel, Lilia, 2007. "Positioning countries on personality dimensions: Scale development and implications for country marketing," Journal of Business Research, Elsevier, vol. 60(3), pages 231-239, March.
    2. Jean-Noël Kapferer & Audrey Azoulay, 2003. "Do brand personality scales really measure brand personality?," Post-Print hal-00781544, HAL.
    3. Frank Brokken, 1983. "Orthogonal procrustes rotation maximizing congruence," Psychometrika, Springer;The Psychometric Society, vol. 48(3), pages 343-352, September.
    4. S. Capelli & A. Jolibert, 2009. "Metaphor's validity in marketing research," Post-Print halshs-01064301, HAL.
    5. Schewe, Charles D. & Dillon, William R., 1978. "Marketing information system utilization: An application of self-concept theory," Journal of Business Research, Elsevier, vol. 6(1), pages 67-79, January.
    6. Aaker, Jennifer & Benet-Martinez, Veronica & Garolera, Jordi, 2001. "Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs," Research Papers 1668r, Stanford University, Graduate School of Business.
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    Cited by:

    1. Oleg Gorbaniuk & Adam Żaliński, 2019. "Attribution Asymmetry in Perception of Companies’ Successes and Failures," Contemporary Economics, University of Economics and Human Sciences in Warsaw., vol. 13(1), March.
    2. Shaun M. Powell, 2017. "Journal of Brand Management: year end review 2017," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 509-515, November.

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