Abstract:
This study is designed to determine if brand personalities impact the strength of an
organizationpublic
relationship (OPR) and the dimensions that make up said relationships.
Utilizing the familiar MyersBriggs
Type Indicator (MBTI) measurement typically used for
human temperament differences, it is believed that organizations can choose to present general
communication in one of these temperament styles for positive impact. By tapping into these
personality aspects, organizations and publics can have a better understanding of each other and
can see even stronger relationships develop because of them.