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Investigating the relationship between corporate brand personality and employee brand commitment
Dissertation (MBA)--University of Pretoria, 2011.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613701962465280 |
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| access_status_str | Open Access |
| author2 | Kleyn, Nicola |
| author_browse | Kleyn, Nicola |
| author_facet | Kleyn, Nicola |
| collection | Thesis |
| dc_rights_str_mv | © 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. |
| description | Dissertation (MBA)--University of Pretoria, 2011. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/25805 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:40:20.497Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/25805 Investigating the relationship between corporate brand personality and employee brand commitment Kleyn, Nicola ichelp@gibs.co.za Carter, Liam Leslie UCTD Corporate personality Employee brand commitment Brand engagement Dissertation (MBA)--University of Pretoria, 2011. 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. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-07T00:41:34Z 2012-09-19 2013-09-07T00:41:34Z 2012-03-08 2012-09-19 2011 Dissertation Carter, LL 2011, Investigating the relationship between corporate brand personality and employee brand commitment, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/25805 > F/12/4/637/zw http://hdl.handle.net/2263/25805 http://upetd.up.ac.za/thesis/available/etd-06242012-130632/ © 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. application/pdf University of Pretoria |
| spellingShingle | UCTD Corporate personality Employee brand commitment Brand engagement Investigating the relationship between corporate brand personality and employee brand commitment |
| title | Investigating the relationship between corporate brand personality and employee brand commitment |
| title_full | Investigating the relationship between corporate brand personality and employee brand commitment |
| title_fullStr | Investigating the relationship between corporate brand personality and employee brand commitment |
| title_full_unstemmed | Investigating the relationship between corporate brand personality and employee brand commitment |
| title_short | Investigating the relationship between corporate brand personality and employee brand commitment |
| title_sort | investigating the relationship between corporate brand personality and employee brand commitment |
| topic | UCTD Corporate personality Employee brand commitment Brand engagement |
| url | http://hdl.handle.net/2263/25805 http://upetd.up.ac.za/thesis/available/etd-06242012-130632/ |