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Positioning in Market Space: The Evaluation of SwedishUniversities' Online BrandPersonalities
Department of Management, College of Industrial Management, King Fahd University of Petroleum & Minerals.
Division of Business Administration and Management, Lulea University of Technology.
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
2008 (English)In: Journal of Marketing for Higher Education, ISSN 0884-1241, E-ISSN 1540-7144, Vol. 18, no 1, 124-144 p.Article in journal (Refereed) Published
Abstract [en]

The paper extends Aaker’s previous empirical work onbrand personality by exploring whether Swedish Universities communicatedistinctive brand personalities in cyberspace. Employing a multistagemethodology, data are drawn from the English Web sites of 17 Swedishuniversities and analyzed by using a combination of computerized contentand correspondence analyses. Results indicate that some universitiesappear to have clear brand personalities, others take on a new face withregard to the obvious personality one would have initially associated themwith, while others fail to communicate their brand personalities in anydistinct manner. While illustrating a powerful but simple and relativelyinexpensive way for institutions for higher education and brand researchers to study communicated brand personalities, this study also highlights thegrowing importance of brand positioning issues in internationalization andglobalization of higher educational institutions.

Place, publisher, year, edition, pages
Taylor & Francis, 2008. Vol. 18, no 1, 124-144 p.
Keyword [en]
Branding, brand personality, international education, university, Sweden
National Category
Economics and Business
URN: urn:nbn:se:kth:diva-58929DOI: 10.1080/08841240802100386OAI: diva2:474403
QC 20120124Available from: 2012-01-24 Created: 2012-01-09 Last updated: 2012-01-24Bibliographically approved

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Salehi-Sangari, Esmail
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