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http://dx.doi.org/10.9723/jksiis.2012.17.3.083

A Development of Tentative Measuring items of Korean Corporate Symbolic Image using brand personality  

Oh, Ju-Yeon (인하대학교 경영학부)
Kim, Young-Kyun (인하대학교 경영학부)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.17, no.3, 2012 , pp. 83-94 More about this Journal
Abstract
This study was designed to identify and develop the measurement items of symbolic image (personality) of most preferred Korean companies in adaptation of prior research of brand personality. From the common factor analysis, factors were extracted to five dimensions: Sincerity, Competence, Affection, Excitement, and Sophistication. In this survey, we collected data from the 558 respondents and performed a structural equation model using AMOS 16.0. The result of the confirmatory factor analysis indicated that the measurement model of Korean corporate symbolic image could be effectively used to envision the personality of Korean companies with similar context of brand personality research. Furthermore, this empirical study showed interesting results. One of unique Korean emotions, affection factor, was derived from this research as well and it is also proven that the Korean-corporate symbolic image could be used to measure the corporate personality and it should be continuously reinterpreted with deviation of socio-cultural changes rather than adhering to standardized paradigm.
Keywords
Corporate symbolic image; Symbolic image; Corporate personality; Brand personality;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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