Website words matter : an analysis of business schools' online brand personalities
Year of publication: |
2020
|
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Authors: | Frank, Blake ; Beldona, Sri ; Wysong, Scott |
Published in: |
Journal for global business advancement : JGBA. - Olney, Bucks : Inderscience Enterprises, ISSN 1746-9678, ZDB-ID 2439433-6. - Vol. 13.2020, 1, p. 53-69
|
Subject: | brand personality | business schools | content analysis | correspondence analysis | school accreditation | school enrolment | school type (public vs private) | Wirtschaftshochschule | Economics department | Markenimage | Brand image | Website | Schule | School | Markenführung | Brand management |
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