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Positioning in market space: the evaluation of Swedish universities' online brand personalities
King Fahid University of Petroleum and Minerals.ORCID iD: 0000-0002-7861-6302
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
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.

Place, publisher, year, edition, pages
2008. Vol. 18, no 1, p. 124-144
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-3345DOI: 10.1080/08841240802100386Scopus ID: 2-s2.0-67449138015Local ID: 128be3d0-7e64-11dd-935c-000ea68e967bOAI: oai:DiVA.org:ltu-3345DiVA, id: diva2:976203
Note

Validerad; 2008; 20080909 (magnus_h)

Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-07-10Bibliographically approved

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Opoku, Robert AnkomahHultman, MagnusSalehi-Sangari, Esmail

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
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  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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