Corporate Image Profile

摘要

In order to measure the corporate image and identity of companies the Corporate Character Scale was developed. This scale consists of seven dimensions of corporate personality: Agreeableness, Enterprise, Competence, Chic, Ruthlessness, Informality and Machismo. In our paper, we test this method in the conditions of the Slovak Republic surveying customers of two well-known furniture selling companies-IKEA and Merkury Market in order analyse and reveal their corporate image profile. There were 546 respondents asked to agree or disagree with the items of the scale. The results represent the profiles of the two companies. In general, respondents perceive IKEA as a company with more positive corporate image compared to Mercury Market. Additionally, the paper provides recommendations for further research in this field.