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Online communication of brand personality: a study of MBA programs of top business schools
King Fahid University of Petroleum and Minerals.ORCID iD: 0000-0002-7861-6302
University of Malta.
Simon Fraser University, Vancouver.
Bentley College.
Show others and affiliations
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.

Place, publisher, year, edition, pages
2009. Vol. 35, no 1, p. 47-64
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-2452Local ID: 01316cf0-adf6-11de-8293-000ea68e967bOAI: oai:DiVA.org:ltu-2452DiVA, id: diva2:975304
Note
Validerad; 2009; 20090930 (asa_w)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-06-11Bibliographically approved

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Opoku, Robert A.Wallström, Åsa

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CiteExportLink to record
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