• The Relationship between a Leader’s Traits, Corporate Culture, and Brand Personality: A Longitudinal Viewpoint

Abstract

The purpose of this study was to explore the relationship between corporate leader’s traits, corporate culture, and brand personality from a longitudinal viewpoint. Based on the dimensions of the major constructs suggested in previous literatures, content analysis was utilized on the 212 newspaper and magazine articles regarding corporate leader traits and corporate culture from 1967 to 2008, and 509 advertisements from 1981 to 2009 for the brand personality of four local companies—I-MEI Food Co., King Car Food Industrial Co., Tatung Co., and Giant Bicycle Inc.

Several propositions were conducted based on the results. Positive relationships were observed between 1) the “personal integrity” dimension of a corporate leader’s traits, “integrity” dimension of corporate culture, and “sincerity” dimension of brand personality; 2) the “openness to experience” dimension of a corporate leader’s traits, “excellence and innovation” dimension of corporate culture, and “excitement” dimension of brand personality; and 3) the “dependability” dimension of a corporate leader’s traits, “scientific proof” dimension of corporate culture, and “competence” dimension of brand personality. Also, there was a negative relationship between the “need for power” of a corporate leader’s traits and “teamwork spirit” of corporate culture. The results of this study could provide marketers and academic researchers a view of the longitudinal development and determinants of brand personalities.

Keywords: Leader’s Traits, Corporate Culture, Brand Personality, Longitudinal Analysis, Content Analysis