Brand personality and organization-public relationships : impacting dimensions by choosing a temperament for communication

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.