Title page for ETD etd-06242012-130632

Document Type Master's Dissertation
Author Carter, Liam Leslie
URN etd-06242012-130632
Document Title Investigating the relationship between corporate brand personality and employee brand commitment
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Ms N Kleyn Supervisor
  • corporate personality
  • employee brand commitment
  • brand engagement
Date 2012-03-08
Availability unrestricted
Corporate brands in today’s business landscape are complex and multifaceted, with employees playing a critical role in the building of those brands. As employee brand commitment forms an important part of building a corporate brand, it would be beneficial to understand the drivers of employee brand commitment in order to better understand the corporate brand. One of the main aspects of employee brand commitment is the personality of the corporate employer brand.

This research aims to determine the relationship between corporate brand personality and employee brand commitment.

By utilising the Corporate Brand Personality Scale and employee brand commitment measures, a quantitative survey was administered to 250 members of an online research panel.

Exploratory factor analysis was used to determine the most common elements of the Corporate Brand Personality Scale. Thereafter, regression analysis was performed to determine the role of brand personality in predicting an employee’s commitment to their corporate brand.

The results of this study show that factors of corporate brand personality have a significant influence on employee brand commitment. Further discussion into factor analysis shows that progressive and steadfast personality traits have a significantly positive effect on employee brand commitment, whilst supercilious personality traits have a negative effect on employee brand commitment.

© 2011, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.

Please cite as follows:

Carter, LL 2011, Investigating the relationship between corporate brand personality and employee brand commitment, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-06242012-130632/ >


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