The psychological representation of corporate ‘personality’

Abstract

As with any other object, people represent companies along a number of dimensions. But what are the key psychological dimensions that best describe companies, organizations, or brands? We apply research methods initially developed for studying attitudes, including attitudes to other people, to look at how the public represents corporate ‘personality’. The major dimensions that psychologically differentiate companies resemble human factors of personality and can be labelled Honesty, Prestige, Innovation, and Power. These dimensions are confirmed after a time gap of 1 year, also capturing specific changes in the rating of individual companies. The proposed methodology not only has substantial commercial value in helping companies understand and track their public perception, but scales of this type can potentially guide and manage the decision-making of individuals or groups inside and outside rated organizations, thus influencing their organizational culture. Copyright © 2010 John Wiley & Sons, Ltd.