Please use this identifier to cite or link to this item:
https://www.um.edu.mt/library/oar/handle/123456789/22169
Title: | Online communication of brand personality |
Authors: | Ankomah Opoku, Robert Caruana, Albert Pitt, Leyland F. Berthon, Pierre Wahlstrom, Asa Nel, Deon |
Keywords: | Branding (Marketing) Brand name products |
Issue Date: | 2009 |
Publisher: | Sage Publications Ltd. |
Citation: | Ankomah Opoku, R., Caruana, A., Pitt, L. F., Berthon, P., Wahlstrom, A., & Nel, D. (2009). Online communication of brand personality. Journal of General Management, 35(1), 47-64. |
Abstract: | Brand personality has often been considered from the perspective of products, corporate brands or countries, but rarely among service offerings. Moreover, there remains the consideration of how these entities are communicated online. This article explores the brand personality dimensions that business schools communicate and whether they differ in putting across clear and distinctive brand personalities in cyberspace. Three clusters from the Financial Times’ top 100 full-time global MBA programs in 2005 are used to undertake a combination of computerised content and correspondence analyses. The content analysis was structured using Aaker's Rve-dimensional framework whilst the positioning maps were produced by examining the data using correspondence analysis. Results indicate that some schools have clear brand personalities while others fail to communicate their brand personalities in a distinct way. This study also illustrates a powerful, but simple and relatively inexpensive way for organisations and brand researchers to study the brand personalities actually being communicated. |
URI: | https://www.um.edu.mt/library/oar//handle/123456789/22169 |
Appears in Collections: | Scholarly Works - FacMKSCC |
Files in This Item:
File | Description | Size | Format | |
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2009 JGM 35(1).pdf Restricted Access | 14.29 MB | Adobe PDF | View/Open Request a copy |
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