Investigating University Characteristics on Personality Traits

Objective - This study aims to extend the brand personality concept by applying this organization, i.e., university. Methodology/Technique – A questionnaire was designed based on Aaker (1997)’s 5 dimensions of scale collect data. 400 Thai undergraduate students Kasetsart University Chalermphrakiat Sakon Nakhon Province Campus participated in study. Participants were first informed description and instructed think a university as if it person rate five-point (1 = not at all descriptive, extremely descriptive). In data analysis, descriptive statistics (mean standard deviation) exploratory factor analysis (EFA) used. Finding The results from with varimax rotation showed factors personality. Factor 1 represents competence dimension having 10 items (successful, leader, technical, corporate, cool, hardworking, secure, spirited, confident reliable). 2 sophistication which had 4 (glamorous, good looking, smooth upper class). 3 ruggedness (western, tough, masculine, rugged outdoorsy). sincerity (honest sincere). last excitement only item, imaginative. Furthermore, according student perspective, majority dimension. Novelty Research examining organization is still scant. To fill gap, current conducted demonstrate how applicable when viewed brand. Therefore, preliminary step toward such direction apply new different area. Type Paper: Empirical. JEL Classification: M10, M19. Keywords: Personality; Characteristics; Personality Traits; Brand Concept. Reference paper should be made follows: Sripongpun, K; Saksamrit, N; Intarawong, W; Ayudhya, P.S.N. (2021). Investigating Characteristics Traits, GATR Global J. Bus. Soc. Sci. Review, 9(1): 58 64. https://doi.org/10.35609/gjbssr.2021.9.1(7)