Positioning in cyberspace: Evaluating bestselling authors’ online communicated brand personalities using computer-aided content analysis
This study employs a computer-aided text analysis technique to explore whether bestselling authors communicate Aaker’s brand personality in the online environment. We argue that content analysis facilitated by a computer is relatively reliable and less tedious than that performed by human coders. We...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2007-12-01
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| Series: | South African Journal of Business Management |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/591 |