Measuring corporate personality: A critical review and new insights
PBN-AR
Instytucja
Wydział Nauk Społecznych (Katolicki Uniwersytet Lubelski Jana Pawła II w Lublinie)
Informacje podstawowe
Główny język publikacji
angielski
Czasopismo
Journal of brand management
ISSN
1350-231X
EISSN
Wydawca
DOI
URL
Rok publikacji
2017
Numer zeszytu
4
Strony od-do
1-16
Numer tomu
24
Identyfikator DOI
Liczba arkuszy
1,734425
Autorzy
(liczba autorów: 5)
Pozostali autorzy
+ 3
Słowa kluczowe
EN
corporate personality
multilevel study
psycholexical approach
PL
osobowość firmy
analiza wielopoziomowa
Polska
Streszczenia
Język
EN
Treść
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 generic 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.
Język
PL
Treść
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 generic 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.
Cechy publikacji
original-article
Inne
System-identifier
123438
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