Communication of Brand Personality by Some Top Business Schools Online

170 Pages·2005·1.8 MB·English

by  Robert Opoku

2005:53
LICENTIATE T H E S I S
Communication of Brand Personality by
Some Top Business Schools Online
Robert Ankomah Opoku
Luleå University of Technology
Department of Business Administration and Social Sciences
Division of Industrial Marketing and e-Commerce
2005:53|: 02-757|: -c -- 05⁄53 -- 
Communication of Brand Personality by
Some Top Business Schools Online
Robert Ankomah Opoku
Luleå University of Technology
Department of Business Administration and Social Sciences
Division of Industrial Marketing and e-Commerce
2005
ABSTRACT
Organizations perceive their brands to possess a personality that consumers either use as an
avenue for self-expression or to experience the anticipated emotional benefits that
differentiate one brand from another. These perceived brand personalities emerge through
the different ways organizations present themselves. However, research on brand
personality and the symbolic use of brands largely has been restricted to how consumers
express themselves by choosing brands and has ignored how organizations themselves
perceive their brand personalities. Moreover, brand personality often has been discussed
with clear reference to products, corporate brands, or countries but not how this is
communicated via web sites. In a fresh contextual environment, we explore whether
business schools communicate clear and distinctive brand personalities in cyberspace. Our
study involved multistage methodology focused on 30 full-time global MBA programmes,
using a combination of computerized content and correspondence analyses. The content
analysis was structured using Aaker’s five-dimensional framework whilst the positioning
maps were produced by examining the data using correspondence analysis. Results
indicate that some schools have clear brand personalities while others fail to communicate
their brand personalities distinctly. This study also illustrates a powerful, but simple and
relatively inexpensive way for organizations and brand researchers to study communicated
brand personalities.
Keywords: Brand, Brand Personalities, Business School, Content Analysis, Correspondence Analysis,
Internet, MBA Programme, Online Communication, Service branding
DEDICATION
This piece of work is dedicated to my better half Martha Adofuaah Opoku, any fruit of
our union and my lovely parents: Gabby and Mary. I love you all in a special way that
cannot be articulated with words.
To all people who will demonstrate interest and subsequently spare some time to read this
work, I provide this source of inspiration:
A Source of Inspiration
“NKYINKYIM” (twistings)
An Adinkra* symbol representing initiative, dynamism and versatility
*Adinkra symbolism is a visual representation of social thought relating to the history, philosophy and religious beliefs of the Akan peoples of Ghana.
ACKNOWLEDGEMENTS
I wish to acknowledge with thanks the help I received from many people who in diverse
ways, made it possible for me to write this dissertation.
First and foremost, I would like to thank Prof. Esmail Saheli-Sangari, the Chairman of the
Division of Industrial Marketing & e-Commerce, Luleå University of Technology, for
offering me this rare opportunity to pursue further studies up to this level. You opened
this door for me just as you continue to open doors for so many other students you have
inspired. Your support throughout my graduate studies has been phenomenal. In fact, to
you I must attribute a sizeable chunk of any success I have chalked up in academia. I salute
you.
I also would like to thank my supervisor Prof. Leyland Pitt of the Simon Fraser University
Business School, in Vancouver, Canada and Luleå University of Technology, Sweden. I
have been fortunate to be under the tutelage of this internationally-renowned marketing
expert. Throughout our relationship, you made me feel that distances are meaningless
when it comes to the provision of guidance, supervision and aid. You have been more
than a father. That apart, your ideas and intellectual prowess have been timely and
forthcoming throughout this work. You served as an intellectual power source to draw
upon throughout this journey. Thank you so much, Leyland and may God richly bless
you and your family.
Also deserving my warmest gratitude are my Pie and Final Seminar opponents or
discussants, Prof. Pierre Berthon of Bentley’s MacCallum School of Business, USA and
Luleå University of Technology, Sweden and Prof. Albert Caruana, of the Centre for
Communication and Technology, the University of Malta respectively. Professionally,
both clearly pointed out my weak spots and suggested ways they could be improved upon.
I truly appreciated the way you handled my weaknesses. The interest you showed and
your appreciation of how this piece of work will contribute to current knowledge
continuously has spurred me on. I feel proud to be associated with you.
In terms of financial support, I would like to take this opportunity to extend a hand to my
sponsors: Längmanska Företagarfonden; Nordbankens Norrlandsstiftelse; Luleå University
of Technology; Norrbottens Forskningsråd; Mål 1 Norra Norrland; Sparbanksstiftelsen
Norrbotten and Innovationsbron Luleå AB. Many people have the zeal to embark on this
journey I have traveled but are constrained by finance. However, you came to my rescue
when some of us were in dire need of research grant funding. I must acknowledge that,
without your financial support, this challenging journey would not have been made
possible.
When it comes to friends, I am indebted to many, both home and abroad. However, I
cannot bring my acknowledgements to an end without mentioning Associate Prof.
Manucher Farhang; Magnus Hultman, Lars Bäckström, Assistant Prof. Åsa Wallström, Ted
Karlsson, Lars-Ole Forsberg, Assistant Prof. Lennart Persson and Tim Foster, all other
Lecturers in the Division of Industrial Marketing e-Commerce; Mohammed-Aminu
Sanda, a Doctoral student in the Division of Industrial Work Environment; Christopher
Okpoti, a Doctoral student in the Department of Mathematics; Patrick Amofah, Edem
Bart-Williams and Faisal Iddris, all Masters students in the Division of Industrial Marketing
& e-Commerce; Raymond Boadi, a Masters student in the Division of Computer and
System Sciences; Vesa Sihvola, a Doctoral student in the Division of Information Systems
Sciences; Roland Matsson, a Systems Engineer in the Helicopter Wing of the Swedish
Armed Forces and Dennis Lundqvist, the District Pastor at Mjölkuddenkyrkan. Again, I
also thank my wife (who patiently put up with lost weekends and odd working hours);
my two lovely sisters, Elizabeth and Rosina, and my parents for having supported me
through it all; and many others who have assisted me, in one way or another, during times
of difficulty.
I also must thank the Education Administrators in the Division of Industrial Marketing &
e-Commerce, especially Carola Strandberg and Karolina Kangas for the marvellous role
they each played during the course of this study. I also extend my gratitude to Monica
Björnfot, formerly of our Division but currently working as an Education Administrator
in the Department of Civil and Environmental Engineering.
I also thank all the Doctoral/PhD students in this wonderful Division for their peaceful
and lively togetherness. As a team, I hope we all win together. I say Ayi koooo to all!
Last, but most important, I want to thank my Lord who surely planned it all-from its
humble beginning to its fruitful end. “For surely I know the thoughts I have for you, says the
Lord, thoughts to give you hope and a future” (Jeremiah 29 vs.11).
Luleå, August 31 2005
Robert Ankomah Opoku