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Online communication of brand personality : a study of MBA programs of top business schools

Opoku, Robert, Caruana, Albert, Pitt, Leyland, Berthon, Pierre, Wahlstrom, Asa and Nel, Deon 2009, Online communication of brand personality : a study of MBA programs of top business schools, Journal of general management, vol. 35, no. 1, Autumn, pp. 47-64.

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Title Online communication of brand personality : a study of MBA programs of top business schools
Author(s) Opoku, Robert
Caruana, Albert
Pitt, Leyland
Berthon, Pierre
Wahlstrom, Asa
Nel, Deon
Journal name Journal of general management
Volume number 35
Issue number 1
Season Autumn
Start page 47
End page 64
Publisher Braybrooke Press Ltd.
Place of publication Henley-on-Thames, England
Publication date 2009
ISSN 0306-3070
Summary 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.
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
Persistent URL http://hdl.handle.net/10536/DRO/DU:30024972

Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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Created: Wed, 10 Mar 2010, 14:09:47 EST by Gloria Stevenson

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