Faculty of Public Relations, Advertising & Integrated Marketing

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Browsing Faculty of Public Relations, Advertising & Integrated Marketing by Subject "Brand Personality"

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    A Content Analysis of Online Brand Personality of 4 Universities in Ghana
    (Journal of Education and Practice, 2019) Amartey, Rhodalene; Austin, Nathan
    The purpose of the study is to understand brand personality of four (4) universities in Ghana as communicated via their websites. Data was extracted from the websites of the 4 universities unto a word document. The text was analyzed using a content analysis technique. The Nvivo software version 12 was used to code the data. The results showed that the four (4) universities exhibit certain brand personality traits on their websites. For example, Kwame Nkrumah University of Science and Technology School of Business (KNUST Business School) and the University of Ghana Business School (UGBS) portrayed the following brand personality traits; competence, excitement, ruggedness, sincerity and sophistication. The University of Cape Coast School of Business (UCC School of Business) and the University of Education Winneba Faculty of Business (UEW Faculty of Business) exhibited the following brand personality traits; competence, ruggedness, sincerity and sophistication. The study concludes that the universities understand brand personality and strategically communicate them on their websites.
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    Examining the Relationship among Online Brand Elements, Dialogic Communication and Online Brand Personality
    (European Journal of Business and Management, 2019) Amartey, Rhodalene
    The objective of this study is to assess the relationship among online brand elements, dialogic communication and brand personality. The study used survey research design. The unit of analysis was the universities in Ghana. Descriptive statistics, confirmatory factor analysis and logistic regression were used to analyze the data. The findings show that brand and website elements significantly influence three brand personality dimensions namely: competence, excitement, and sophistication. The findings also revealed that websites with high dialogic communication features would significantly enhance the relationship between brand and website elements and the university brand personality dimensions as compared to those with low dialogic communication features.
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    Exploring Online Brand Personality of Ghanaian Universities
    (New Media and Mass Communication, 2019) Amartey, Rhodalene
    The aim of this study is analyse the brand personality of websites of Universities in Ghana. The focus was on the brand personality portrayed on their websites. Aaker’s (1997) model served as the conceptual framework. The model has five dimensions; competence, excitement, ruggedness, sincerity and sophistication. The contents of 65 accredited universities with functional websites in Ghana were analysed. All the universities have accreditation from the Ghana National Accreditation Board. Content analysis was the research method adopted. The analysis revealed that the universities portray the following personality traits or attributes on their websites; competence, outstanding, scientific, staunch, unfaltering, thorough, exciting, freshness, inventive, risky, challenge, dangerous, difficult, rigorous, tricky, unrestrained, accurate, authentic, compassion, decent, realistic, charismatic, distinguished, graceful, magnificent.