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Publications (10 of 19) Show all publications
Opoku, R. A., Caruana, A., Pitt, L., Berthon, P., Wallström, Å. & Nel, D. (2009). Online communication of brand personality: a study of MBA programs of top business schools (ed.). Paper presented at . Journal of General Management, 35(1), 47-64
Open this publication in new window or tab >>Online communication of brand personality: a study of MBA programs of top business schools
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2009 (English)In: Journal of General Management, ISSN 0306-3070, E-ISSN 1759-6106, Vol. 35, no 1, p. 47-64Article in journal (Refereed) Published
Abstract [en]

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 five-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.

National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-2452 (URN)01316cf0-adf6-11de-8293-000ea68e967b (Local ID)01316cf0-adf6-11de-8293-000ea68e967b (Archive number)01316cf0-adf6-11de-8293-000ea68e967b (OAI)
Note
Validerad; 2009; 20090930 (asa_w)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-06-11Bibliographically approved
Opoku, R. A., Hultman, M. & Salehi-Sangari, E. (2008). Positioning in market space: the evaluation of Swedish universities' online brand personalities (ed.). Journal of Marketing for Higher Education, 18(1), 124-144
Open this publication in new window or tab >>Positioning in market space: the evaluation of Swedish universities' online brand personalities
2008 (English)In: Journal of Marketing for Higher Education, ISSN 0884-1241, E-ISSN 1540-7144, Vol. 18, no 1, p. 124-144Article in journal (Refereed) Published
Abstract [en]

The paper extends Aaker's previous empirical work on brand personality by exploring whether Swedish Universities communicate distinctive brand personalities in cyberspace. Employing a multistage methodology, data are drawn from the English Web sites of 17 Swedish universities and analyzed by using a combination of computerized content and correspondence analyses. Results indicate that some universities appear to have clear brand personalities, others take on a new face with regard to the obvious personality one would have initially associated them with, while others fail to communicate their brand personalities in any distinct manner. While illustrating a powerful but simple and relatively inexpensive way for institutions for higher education and brand researchers to study communicated brand personalities, this study also highlights the growing importance of brand positioning issues in internationalization and globalization of higher educational institutions.

National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-3345 (URN)10.1080/08841240802100386 (DOI)2-s2.0-67449138015 (Scopus ID)128be3d0-7e64-11dd-935c-000ea68e967b (Local ID)128be3d0-7e64-11dd-935c-000ea68e967b (Archive number)128be3d0-7e64-11dd-935c-000ea68e967b (OAI)
Note

Validerad; 2008; 20080909 (magnus_h)

Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-07-10Bibliographically approved
Hultman, M., Opoku, R. A., Salehi-Sangari, E., Oghazi, P. & Bui, T. (2008). Private label competition: the perspective of Swedish branded goods manufacturers (ed.). Management Research News, 31(2), 125-141
Open this publication in new window or tab >>Private label competition: the perspective of Swedish branded goods manufacturers
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2008 (English)In: Management Research News, ISSN 0140-9174, E-ISSN 1758-6135, Vol. 31, no 2, p. 125-141Article in journal (Refereed) Published
Abstract [en]

Purpose - This paper aims to gain a better understanding of how Swedish branded goods manufacturers (BGMs) deal with the increased usage of private labels. Design/methodology/approach - The approach takes the form of answering the three research questions of this study: how private labels are viewed by BGMs on the Swedish market; how Swedish BGMs strategically respond to the increases in private labels; and how the benefits and drawbacks of these strategic responses are perceived by Swedish BGMs. A contrasting multiple case study of four Swedish companies in the fast-moving consumer goods (FMCG) industry was used. Findings - The perceived advantages of private labels are connected to their overall control of the market in which they operate, whereas the advantages of BGMs are seen to be linked to product development and superior brand reputation. BGMs respond to private labels by taking them seriously and striving to increase the perceived distance of their brands from private labels in the eyes of the consumers. The overall benefit of these strategies is perceived to be preparedness for increased private label competition, while the drawbacks vary between companies. Research limitations/implications - In addition to empirical testing based on previous research on private label competition in a new setting, the study also presents suggestions for future research and the implications of the findings for managers. Practical implications - Findings indicate that BGMs should take the emergence of private labels seriously, while at the same time striving to maintain good business relationships with the retailers. Originality/value - The study provides insights into the competitive situation between private labels and the manufacturer brands in the Swedish FMCG market.

National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-10016 (URN)10.1108/01409170810846849 (DOI)2-s2.0-77955134192 (Scopus ID)8c475db0-d984-11dc-8da8-000ea68e967b (Local ID)8c475db0-d984-11dc-8da8-000ea68e967b (Archive number)8c475db0-d984-11dc-8da8-000ea68e967b (OAI)
Note

Validerad; 2008; 20080212 (keni)

Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-07-10Bibliographically approved
Papania, L., Campbell, C., Opoku, R., Styvén, M. & Berthon, J.-P. (2008). Using brand personality to assess whether biotechnology firms are saying the right things to their network (ed.). Paper presented at . Journal of Commercial Biotechnology, 14(3), 247-255
Open this publication in new window or tab >>Using brand personality to assess whether biotechnology firms are saying the right things to their network
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2008 (English)In: Journal of Commercial Biotechnology, ISSN 1462-8732, E-ISSN 1478-565X, Vol. 14, no 3, p. 247-255Article in journal (Refereed) Published
Abstract [en]

Through their websites, biotechnology firms communicate information about themselves and their products to other members of their networks. These networks are made up of an array of organisations with which biotechnology firms collaborate on product development projects, and on whom they rely for funding, and/or marketing and production. Therefore, it is important that the information communicated by firms' websites portrays them in the light they wish to be perceived by others. Despite its importance, biotechnology firms, however, do not prioritise branding or the development of a brand personality. By using demonstrated content analysis methodologies, our study shows that biotechnology firms are nonetheless portraying brand personalities online, even if unintentionally. We show that, by using the same methodologies, managers in biotechnology firms can monitor and manage their firms' brand personalities to ensure that the words they communicate online present an appropriate and attractive image of the firm to their communities. We extend previous research in the area of brand personality and show its application in and importance for the biotechnology industry.

National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-7958 (URN)10.1057/jcb.2008.14 (DOI)2-s2.0-46649108527 (Scopus ID)666199f0-7360-11dd-a60f-000ea68e967b (Local ID)666199f0-7360-11dd-a60f-000ea68e967b (Archive number)666199f0-7360-11dd-a60f-000ea68e967b (OAI)
Note
Validerad; 2008; 20080826 (ysko)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-07-10Bibliographically approved
Berthon, J.-P., Opoku, R., Pitt, L. & Nel, D. (2007). Brand management and strategic performance: some evidence from South Africa (ed.). Paper presented at . Journal of African Business, 8(2), 27-40
Open this publication in new window or tab >>Brand management and strategic performance: some evidence from South Africa
2007 (English)In: Journal of African Business, ISSN 1522-8916, E-ISSN 1522-9076, Vol. 8, no 2, p. 27-40Article in journal (Refereed) Published
Abstract [en]

This article reports on a study using a previously published checklist to assess the brand management practices of South African firms. Indications are that the perceptions of a sample of senior managers regarding how well their institutions manage their brands are reasonably positive, and that the management of brands has effects on a firm's profitability, market share and growth compared to competitors. While the checklist used seems to possess the characteristic of reliability, further development needs to be done on aspects of its underlying structure. Implications for managers and further avenues for research are identified and discussed.

National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-9345 (URN)10.1300/J156v08n02_03 (DOI)2-s2.0-34948902242 (Scopus ID)7f2dae80-677f-11dc-a0c3-000ea68e967b (Local ID)7f2dae80-677f-11dc-a0c3-000ea68e967b (Archive number)7f2dae80-677f-11dc-a0c3-000ea68e967b (OAI)
Note
Validerad; 2007; 20070920 (ysko)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-07-10Bibliographically approved
Opoku, R., Abratt, R., Bendixen, M. & Pitt, L. (2007). Communicating brand personality: are the web sites doing the talking for food SMEs? (ed.). Paper presented at . Qualitative Market Research, 10(4), 362-374
Open this publication in new window or tab >>Communicating brand personality: are the web sites doing the talking for food SMEs?
2007 (English)In: Qualitative Market Research, ISSN 1352-2752, E-ISSN 1758-7646, Vol. 10, no 4, p. 362-374Article in journal (Refereed) Published
Abstract [en]

Purpose - The purpose of this paper is to analyse web site brand communication by small to medium-sized enterprises (SMEs) in the restaurant franchise industry, using Aaker's brand personality dimensions. It shows how an SME can test its intended positioning against competitors. Design/methodology/approach - A multistage methodology using a combination of content analysis and correspondence analysis was used. The intention was to illustrate a technique that can be used by SMEs at low cost and with ease. Findings - Food SMEs are able to communicate brand personality by way of their web sites. The brands and the personality types are presented which clearly reveals the positioning of the competitors. Practical implications - This paper illustrates a powerful, but simple and relatively inexpensive way for SMEs to study communicated brand personality. Originality/value - The major contribution of this study is to alert SME scholars and retailers to the potential of computerized content analysis as a means of studying web site content, and the subsequent use of correspondence analysis to understand how to position against competitors.

National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-4330 (URN)10.1108/13522750710819702 (DOI)2-s2.0-34548610620 (Scopus ID)242a3870-65f2-11dc-8a3f-000ea68e967b (Local ID)242a3870-65f2-11dc-8a3f-000ea68e967b (Archive number)242a3870-65f2-11dc-8a3f-000ea68e967b (OAI)
Note
Validerad; 2007; 20070918 (keni)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-07-10Bibliographically approved
Beheshti, H., Hultman, M., Jung, M.-L., Opoku, R. & Salehi-Sangari, E. (2007). Electronic supply chain management applications by Swedish SMEs (ed.). Enterprise Information Systems, 1(2), 255-268
Open this publication in new window or tab >>Electronic supply chain management applications by Swedish SMEs
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2007 (English)In: Enterprise Information Systems, ISSN 1751-7575, E-ISSN 1751-7583, Vol. 1, no 2, p. 255-268Article in journal (Refereed) Published
Abstract [en]

The Internet has become an integral part of business activities of most corporations today. Electronic supply chain management (SCM) can improve the operational efficiency of the firm by streamlining processes between the company and its suppliers, business partners, and customers. This research explores the extent and the degree of Internet application in Swedish small- and medium-sized enterprises (SMEs). The analyses of the data show that the Swedish SMEs use the Internet in their supply chain activities to a large degree. The study establishes some differences between smaller and larger organizations as well as between manufacturing and service companies.

National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-9729 (URN)10.1080/17517570701273221 (DOI)000207466600007 ()2-s2.0-84987654943 (Scopus ID)86564040-8d28-11dc-a188-000ea68e967b (Local ID)86564040-8d28-11dc-a188-000ea68e967b (Archive number)86564040-8d28-11dc-a188-000ea68e967b (OAI)
Note

Validerad; 2007; 20071107 (keni)

Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-07-10Bibliographically approved
Jung, M.-L., Hultman, M., Opoku, R. & Salehi-Sangari, E. (2007). Internet usage in supply chain managemant and its impact on overall efficiency: a Swedish SME perspective (ed.). In: (Ed.), Dheeraj Sharma; Shaheen Borna (Ed.), Proceedings of the annual conference of the Academy of Marketing Science: . Paper presented at Academy of Marketing Science. Conference : 23/05/2007 - 26/05/2007. : The Academy of Marketing Science
Open this publication in new window or tab >>Internet usage in supply chain managemant and its impact on overall efficiency: a Swedish SME perspective
2007 (English)In: Proceedings of the annual conference of the Academy of Marketing Science / [ed] Dheeraj Sharma; Shaheen Borna, The Academy of Marketing Science, 2007Conference paper, Published paper (Refereed)
Place, publisher, year, edition, pages
The Academy of Marketing Science, 2007
Series
Developments in Marketing Science, ISSN 0149-7421 ; 30
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-37028 (URN)ae669ea0-8859-11dc-8a55-000ea68e967b (Local ID)939783290 (ISBN)ae669ea0-8859-11dc-8a55-000ea68e967b (Archive number)ae669ea0-8859-11dc-8a55-000ea68e967b (OAI)
Conference
Academy of Marketing Science. Conference : 23/05/2007 - 26/05/2007
Note
Godkänd; 2007; 20071101 (evan)Available from: 2016-10-03 Created: 2016-10-03 Last updated: 2018-06-11Bibliographically approved
Hultman, M., Jung, M.-L., Opoku, R. & Salehi-Sangari, E. (2007). Justifying your price online: an investigation of academic associations' online communication of membership benefits (ed.). In: (Ed.), Carol W. DeMoranville (Ed.), Marketing theory and practice in an inter-functional world: Proceedings of the 2007 World Marketing Congress, Verona, Italy. Paper presented at Academy of Marketing Science World Marketing Congress : 11/07/2007 - 14/07/2007 (pp. 123-127). The Academy of Marketing Science
Open this publication in new window or tab >>Justifying your price online: an investigation of academic associations' online communication of membership benefits
2007 (English)In: Marketing theory and practice in an inter-functional world: Proceedings of the 2007 World Marketing Congress, Verona, Italy / [ed] Carol W. DeMoranville, The Academy of Marketing Science, 2007, p. 123-127Conference paper, Published paper (Refereed)
Abstract [en]

This study identifies the benefits that are communicated online by a selection of academic associations. It also investigates the relationship between what is communicated online and the size of the associations' membership fees. The findings show that the level of the membership fee is to some extent influenced by the amount of words that communicate status on an association's website, as opposed to communication about conferences, job market, networking, publications, savings, size, or age.

Place, publisher, year, edition, pages
The Academy of Marketing Science, 2007
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-29754 (URN)35413840-f0f6-11dc-ba03-000ea68e967b (Local ID)35413840-f0f6-11dc-ba03-000ea68e967b (Archive number)35413840-f0f6-11dc-ba03-000ea68e967b (OAI)
Conference
Academy of Marketing Science World Marketing Congress : 11/07/2007 - 14/07/2007
Note

Godkänd; 2007; 20080313 (keni)

Available from: 2016-09-30 Created: 2016-09-30 Last updated: 2018-06-11Bibliographically approved
Opoku, R. & Hultman, M. (2007). Towards a framework of web performance evaluation: a literature review and measurement classification (ed.). In: (Ed.), Carol W. DeMoranville (Ed.), Marketing theory and practice in an inter-functional world: Proceedings of the 2007 World Marketing Congress, Verona, Italy. Paper presented at Academy of Marketing Science World Marketing Congress : 11/07/2007 - 14/07/2007 (pp. 72-76). The Academy of Marketing Science
Open this publication in new window or tab >>Towards a framework of web performance evaluation: a literature review and measurement classification
2007 (English)In: Marketing theory and practice in an inter-functional world: Proceedings of the 2007 World Marketing Congress, Verona, Italy / [ed] Carol W. DeMoranville, The Academy of Marketing Science, 2007, p. 72-76Conference paper, Published paper (Refereed)
Abstract [en]

We position some studies on web performance evaluation research on a perceptual map relative to a developed criterion. Although the analysis of this secondary data cannot claim to utterly complete, it does provide insights into the state-of-art within web performance literature within a given period of time. Based on our findings, we also propose some future research directions in this area.

Place, publisher, year, edition, pages
The Academy of Marketing Science, 2007
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-34122 (URN)83c00e60-f128-11dc-ba03-000ea68e967b (Local ID)83c00e60-f128-11dc-ba03-000ea68e967b (Archive number)83c00e60-f128-11dc-ba03-000ea68e967b (OAI)
Conference
Academy of Marketing Science World Marketing Congress : 11/07/2007 - 14/07/2007
Note

Godkänd; 2007; 20080313 (ysko)

Available from: 2016-09-30 Created: 2016-09-30 Last updated: 2018-06-11Bibliographically approved
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0002-7861-6302

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