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Positioning in Market Space: The Evaluation of Swedish Universities' Online Brand Personalities

Author

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  • Robert A. Opoku
  • Magnus Hultman
  • Esmail Saheli-Sangari

Abstract

The paper extends Aaker's previous empirical work on brand personality by exploring whether Swedish Universities communicate distinctive brand personalities in cyberspace. Employing a multistage methodology, data are drawn from the English Web sites of 17 Swedish universities and analyzed by using a combination of computerized content and correspondence analyses. Results indicate that some universities appear to have clear brand personalities, others take on a new face with regard to the obvious personality one would have initially associated them with, while others fail to communicate their brand personalities in any distinct manner. While illustrating a powerful but simple and relatively inexpensive way for institutions for higher education and brand researchers to study communicated brand personalities, this study also highlights the growing importance of brand positioning issues in internationalization and globalization of higher educational institutions.

Suggested Citation

  • Robert A. Opoku & Magnus Hultman & Esmail Saheli-Sangari, 2008. "Positioning in Market Space: The Evaluation of Swedish Universities' Online Brand Personalities," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 18(1), pages 124-144, February.
    • Handle: RePEc:taf:jmkthe:v:18:y:2008:i:1:p:124-144
    DOI: 10.1080/08841240802100386
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    Citations

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    Cited by:

    1. Vásquez, Consuelo & Sergi, Viviane & Cordelier, Benoit, 2013. "From being branded to doing branding: Studying representation practices from a communication-centered approach," Scandinavian Journal of Management, Elsevier, vol. 29(2), pages 135-146.
    2. Rauschnabel, Philipp A. & Krey, Nina & Babin, Barry J. & Ivens, Bjoern S., 2016. "Brand management in higher education: The University Brand Personality Scale," Journal of Business Research, Elsevier, vol. 69(8), pages 3077-3086.
    3. Marta Retamosa & Ángel Millán & Miguel Moital, 2020. "Does the Type of Degree Predict Different Levels of Satisfaction and Loyalty? A Brand Equity Perspective," Corporate Reputation Review, Palgrave Macmillan, vol. 23(2), pages 57-77, May.
    4. Partenie Cristina-Veronica, 2019. "From Intent to Action – A Study Regarding High School Students’ Motivation in Choosing a University," Studia Universitatis „Vasile Goldis” Arad – Economics Series, Sciendo, vol. 29(2), pages 17-32, June.
    5. Vikrant Kaushal & Nurmahmud Ali, 2020. "University Reputation, Brand Attachment and Brand Personality as Antecedents of Student Loyalty: A Study in Higher Education Context," Corporate Reputation Review, Palgrave Macmillan, vol. 23(4), pages 254-266, November.
    6. Angela Rella & Arcangelo Marrone & Nicola Raimo & Filippo Vitolla, 2022. "The Antecedents of Transparency of Italian Public Entities: An Empirical Analysis in Universities and Public Research Institutes," Administrative Sciences, MDPI, vol. 12(1), pages 1-15, February.
    7. Lili Gai & Chunhao Xu & Lou E. Pelton, 2016. "A netnographic analysis of prospective international students’ decision-making process: implications for institutional branding of American universities in the emerging markets," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(2), pages 181-198, July.
    8. Campbell, Colin L. & Berthon, Pierre R. & Pitt, Leyland F. & McCarthy, Ian & Plangger, Kirk, 2012. "Making a face: Graphical illustrations of managerial stances toward customer creativity," Australasian marketing journal, Elsevier, vol. 20(1), pages 9-15.
    9. Felicitas M. Brech & Uwe Messer & Brian A. Vander Schee & Philipp A. Rauschnabel & Bjoern S. Ivens, 2017. "Engaging fans and the community in social media: interaction with institutions of higher education on Facebook," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 112-130, January.
    10. Lara-Rodríguez, Juan Sebastián & Rojas-Contreras, Camilo & Duque Oliva, Edison Jair, 2019. "Discovering emerging research topics for brand personality: A bibliometric analysis," Australasian marketing journal, Elsevier, vol. 27(4), pages 261-272.
    11. Hulya Bakirtas & Vildan Gulpinar Demirci, 2022. "A structural evaluation of university identification," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 507-531, September.

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