Change search
ReferencesLink to record
Permanent link

Direct link
Online Brand personality in Sweden
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This Paper is centered on online brand personality in the Swedish context. The study is carried out thanks to an existing Model of online brand personality. Precisely the online brand personality dimensions of Park et al., (2005). Parks et al’s. (2005) method was first tested in Korea which was also done in the Korean Language. It is now explored in the Swedish context.

A literature review about brand personality in general and particularly online brand personality was conducted which led to the methodology used in the entire paper. A qualitative and cross sectional research design has been used in order to obtain data from customers. This study is thus carried out to explore Park et al. (2005) online brand personality model in the Sweden context. So far, it resulted to new model which involved thirty-one traits and six dimensions.

Place, publisher, year, edition, pages
2015. , 52 p.
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-46556OAI: diva2:857702
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
2015-06-04, Växjö, 23:18 (English)
Available from: 2015-09-30 Created: 2015-09-29 Last updated: 2015-09-30Bibliographically approved

Open Access in DiVA

fulltext(875 kB)116 downloads
File information
File name FULLTEXT01.pdfFile size 875 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 116 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 143 hits
ReferencesLink to record
Permanent link

Direct link