IDEAS home Printed from https://ideas.repec.org/p/gtr/gatrjs/gjbssr585.html
   My bibliography  Save this paper

Investigating University Characteristics on Personality Traits

Author

Listed:
  • Kullanun Sripongpun

    (Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand Author-2-Name: Nattanan Saksamrit Author-2-Workplace-Name: Vaal University of technology, P Bag X021, 1900, Vanderbijlpark, South Africa Author-3-Name: Watcharapong Intarawong Author-3-Workplace-Name: Kasetsart University, Sakon Nakhon, Thailand Author-4-Name: Pattama Suriyakul Na Ayudhya Author-4-Workplace-Name: Kasetsart University, Sakon Nakhon, Thailand Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

Objective - This study aims to extend the brand personality concept by applying this concept to the organization, i.e., the university. Methodology/Technique - A questionnaire was designed based on Aaker (1997)'s 5 dimensions of brand personality scale to collect the data. 400 Thai undergraduate students of Kasetsart University Chalermphrakiat Sakon Nakhon Province Campus participated in this study. Participants were first informed of the study description and instructed to think of a university as if it were a person and to rate on a five-point scale (1 = not at all descriptive, 5 = extremely descriptive). In the data analysis, descriptive statistics (mean and standard deviation) and exploratory factor analysis (EFA) were used. Finding - The results from the exploratory factor analysis (EFA) with a varimax rotation showed 5 factors of university personality. Factor 1 represents competence dimension having 10 items (successful, leader, technical, corporate, cool, hardworking, secure, spirited, confident and reliable). Factor 2 represents sophistication dimension which had 4 items (glamorous, good looking, smooth and upper class). Factor 3 represents ruggedness dimension which had 5 items (western, tough, masculine, rugged and outdoorsy). Factor 4 represents sincerity dimension which had 2 items (honest and sincere). The last factor was excitement dimension which had only 1 item, imaginative. Furthermore, according to student perspective, the majority of university personality dimensions of Kasetsart University Chalermphrakiat Sakon Nakhon Province Campus was ruggedness dimension. Novelty - Research examining the dimensions of organization personality is still scant. To fill the gap, the current study was conducted to demonstrate how the brand personality concept was applicable when the organization was viewed as a brand. Therefore, it is a preliminary step toward such direction to extend and apply the brand personality concept to a new different area. Type of Paper - Empirical

Suggested Citation

  • Kullanun Sripongpun, 2021. "Investigating University Characteristics on Personality Traits," GATR Journals gjbssr585, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:gjbssr585
    DOI: https://doi.org/10.35609/gjbssr.2021.9.1(7)
    as

    Download full text from publisher

    File URL: http://gatrenterprise.com/GATRJournals/GJBSSR/pdf_files/GJBSSRVol9(1)2021/7.Kullanun%20Sripongpun.pdf
    Download Restriction: http://gatrenterprise.com/GATRJournals/online_submission.html
    File URL: https://libkey.io/https://doi.org/10.35609/gjbssr.2021.9.1(7)?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    University Personality; University Characteristics; Personality Traits; Brand Personality Concept.;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M19 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Other

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gtr:gatrjs:gjbssr585. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Prof. Dr. Abd Rahim Mohamad (email available below). General contact details of provider: http://gatrenterprise.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.