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The relationship between the leader's personality, corporate culture, and brand personality: A historical viewpoint
Corporate Leader Personality
|Issue Date: ||2016-05-09 14:42:18 (UTC+8)|
Although a considerable amount of research discussed the factors affecting brand personality, there was limited research that focused on how a corporate leader’s personality and corporate culture affects brand personality. Corporate culture significantly influences employee values and decision-making. Likewise, brand personality may also be strongly influenced by corporate culture. In the past, most studies utilized consumer questionnaires to measure brand personality, but such a method only retrieves data at the present moment. Nevertheless, brand personality data may be acquired through analyzing the historical development of advertisements, which is a key media communication tool. Hence, this study investigates advertisements to measure brand personality and discusses the relationship between a corporate leader's personality, corporate culture, and brand personality.
The chosen method of study is content analysis and the data sources are composed of 212 newspaper and magazine articles from the year 1967 to 2008 about corporate leadership personality and corporate culture. Four companies including I-MEI Food Co., King Car Food Industrial Co., Tatung Co., and Giant Bicycle Inc. were selected for study. In addition, the study also collected 509 related advertisements of these four companies ranging from 1981 to 2009. Through observing variable trends and referencing previous supporting research, this study attempts to find the relationship between these variables. The research results are listed below:
1. The most outstanding personality among the four chosen corporate leaders is “conscientiousness”, however, other attributes differ amongst them.
2. There is difference of corporate culture among these four companies:
(1) There is a strong relationship between a corporate culture’s “social responsibility” dimension, “performance-orientation” dimension, and the company’s degree of internationalization.
(2) There is a relationship between the corporate culture’s “excellence & innovation” dimension, “cohesiveness” dimension, and the year in which the company was founded.
3. The four companies’ brand personalities tend to focus more on “competence”, “sincerity”, and “excitement” dimensions and less on “sophistication”, “ruggedness”, and “peacefulness” dimensions.
4. There is relationship between the corporate leader’s personality, corporate culture, and brand personality.
(1) There is a positive relationship between the “personal integrity” dimension of a corporate leader’s personality, “integrity” dimension of corporate culture, and “sincerity” dimension of brand personality.
(2) There is a positive relationship between the “openness to experience” dimension of a corporate leader’s personality, “excellence & innovation” dimension of corporate culture, and “excitement” dimension of brand personality.
(3) There is a positive relationship between the “dependability” dimension of a corporate leader’s personality, “scientific proof” dimension of corporate culture, and “competence” dimension of brand personality.
(4) There is a negative relationship between the “need for power” dimension of a corporate leader’s personality and “teamwork spirit” dimension of corporate culture.
|Reference: ||中文部分 |
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|Source URI: ||http://thesis.lib.nccu.edu.tw/record/#G0096355002|
|Data Type: ||thesis|
|Appears in Collections:||[企業管理學系] 學位論文|
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