Abstract

Research regarding brand personality concept has been increasing in marketing literature since the pioneering study of Aaker (1997) in measuring perceived personality of a brand. Research regarding brand personality broadened from product brands to service brands, corporate brands and nonprofit organizations brands. This research aims to measure corporate personality of a public agency. Personality of the public agency is measured from both external customer customer and internal customer views. Findings show that ten of the personality items of the public agency differentiate between two groups. According to the Factor Analysis results, seven factors appear and perception of these factors differentiates according to demographic features such as gender, education and income.