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| Tekijä: | Opoku, R. A. (et al.) |
| Otsikko: | Online communication of brand personality |
| Lehti: | Journal of General Management
2009 : AUTUMN, VOL. 35:1 p. 47-64 |
| Asiasana: | master of business administration internet marketing business schools brands image |
| Vapaa asiasana: | cyberspace |
| Kieli: | eng |
| Tiivistelmä: | This paper examines the brand personality dimensions that business schools communicate and whether they are different 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 make a combination of computerised content and correspondence analyses. The content analysis was structured using Aaker's five-dimensional framework while the positioning maps were generated by examining the data using correspondence analysis. Results show that some schools have clear brand personalities while others fail to communicate their brand personalities explicitly. |
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