Political party reputation and personality in Malta : the perception of party members

Abstract

Corporate reputation and organisation personality are investigated in the Maltese political context. The literature on both constructs is reviewed and the link between them is highlighted. Corporate reputation is conceptualised and operationalised in the context of the theory of planned behaviour, while organisation personality is operationalised as an inferred perceptual traits. Data was collected with a systematic random sampling based upon the parties' own members list. Results indicate that there is a positive correlation between corporate reputation and organisation personality. The perception of each construct by the member groups of both parties is contrasted and implications for an integrated marketing communications plan are discussed. Limitations are noted and directions for future research are indicated.