Online Communication of Brand Personality
Abstract
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...
Paper Details
Title
Online Communication of Brand Personality
Published Date
Sep 1, 2009
Volume
35
Issue
1
Pages
47 - 64
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