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Communicating brand personality: are the web sites doing the talking for food SMEs?
Nova South-Eastern University, Fort Lauderdale, FL.
Nova South-Eastern University, Fort Lauderdale, FL.
Simon Fraser University, Burnaby, British Columbia.
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.

Place, publisher, year, edition, pages
2007. Vol. 10, no 4, p. 362-374
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-4330DOI: 10.1108/13522750710819702Scopus ID: 2-s2.0-34548610620Local ID: 242a3870-65f2-11dc-8a3f-000ea68e967bOAI: oai:DiVA.org:ltu-4330DiVA, id: diva2:977194
Note
Validerad; 2007; 20070918 (keni)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-07-10Bibliographically approved

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Opoku, Robert

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CiteExportLink to record
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