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.
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