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| Author: | Pitt, L. F. P. (et al.) |
| Title: | What I say about myself: communication of brand personality by African countries |
| Journal: | Tourism Management
2007 : VOL. 28:3, p.835-844 |
| Index terms: | tourism africa |
| Freeterms: | brand personality countries as brands tourism websites |
| Language: | eng |
| Abstract: | This study examines website brand communication by African nations using Aaker's brand personality dimensions. A multistage methodology focused on 10 African countries, using a combination of content analysis and correspondence analysis. This article illustrates a powerful, but simple and relatively inexpensive way for international marketers to study communicated brand personality. |
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