Abstract:
The objective of this study was to access and investigate the effect of personality trait dimensions namely;
openness, conscientiousness, extraversion, agreeableness and neuroticism on organizational brand image
in case of Ethiotelecom Central north region. Based on the work of personality trait dimensions for
organizations brand image, a structured and self-administered questionnaire was developed to the
selected respondents of employees. From the 184 respondents selected through multi stage sampling
technique, 184 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 four personality dimensions (i.e. openness,
conscientiousness, extraversion neuroticism) and organization brand image. However, agreeableness had
statistically insignificant relation with the organization brand image. Although, agreeableness had
negative relationship with brand image. The result of multiple regression Analysis revealed that 45.1% of
the variation of personality trait dimensions of employees’ can be predicted by the independent variables
i.e. openness, conscientiousness, extraversion, agreeableness and neuroticism. In addition, a three
personality dimensions had significant contribution to organization brand image at 95% confidence level
those are openness, extraversion and neuroticism. However, neuroticism had a negative effect towards
organization brand image. Therefore, it can be concluded that the more the employees with openness and
extraversion personality dimensions builds good brand image towards their organization. Whereas 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.
