The Effect Of Big Five Personality Dimensions Of Employees On Organizational Brand Image The Case Of Siinqee Bank, In Ambo City Branches

Abstract

This study was to access and investigate the effect of the big five personality dimensions namely; openness, conscientiousness, extraversion, agreeableness and neuroticism on organizational brand image in case of Siinqee Bank, Ambo city branches. The target population and maximizing the representativeness of the sample with a total of 96 employees, 91 questionnaires were valid for the study. The analysis was done using descriptive and inferential statistics. The result of Pearson Correlation analysis shows that there was statistically significant and positive relationship between the three personality dimensions (i.e. openness, conscientiousness and extraversion) and organization brand image. However, the remaining two personality dimensions; agreeableness and neuroticism had statistically insignificant relation with the organization brand image. Although, neuroticism had negative relation while agreeableness had positive relation with brand image. The result of multiple regression Analysis revealed that 29.76% of the variation of big five personality dimensions of employees’ can be predicted by the independent variables i.e. openness, conscientiousness, extraversion, agreeableness and neuroticism. In addition, all these big five personality dimensions had significant contribution to organization brand image at 95% confidence level. However, neuroticism had a negative effect towards organization brand image. Therefore, it can be concluded that the more the employees with openness, conscientiousness, extraversion and agreeableness personality dimensions builds good brand image towards their organization. Where as the more neurotic employees adversely affect the brand image of the organization. Hence, the researcher recommended that, the organization need to establish circumstances to minimize neurotic personality dimensions via education, training and development mechanisms and put up with openness, conscientiousness and extraversion and agreeableness personality dimensions of employees in order to build positive brand image.