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https://sc1ence.europeia.pt/handle/20.500.12275/16| Title: | Destination brand personality: searching for personality traits on golf-related websites | Authors: | Antónia de Jesus Henriques Correia | Keywords: | branding; golf destinations; brand personality; online promotion | Issue Date: | 2014 | Source: | Pereira, R. L. G., de Jesus Henriques Correia, A., & Schutz, R. L. A. (2014). Destination brand personality: searching for personality traits on golf-related websites. Anatolia, 25(3), 387-402. | Journal: | Anatolia | Abstract: | This research uses promotional texts in golf-related websites as a source to identify potential brand personality traits. Promotional texts were extracted from 144 golfrelated websites, divided into three categories. In order to reduce the number of items in the list, a criteria of 2% of the overall frequencies (n ¼ 963) was adopted and 10 items were selected as potential golf destination brand personality traits. These items were validated and allocated to the components of the relational brand personality by a panel of judges. None of the selected items belonged to the “Big-Five” model of personality and only two items belong to Aaker’s scale. These results show that there is not a strong presence of “human characteristics” when promoting golf destinations online. | URI: | http://hdl.handle.net/20.500.12275/16 | DOI: | http://www.scopus.com/inward/record.url?eid=2-s2.0-84906792792&partnerID=MN8TOARS 10.1080/13032917.2014.888359 http://www.scopus.com/inward/record.url?eid=2-s2.0-84906792792&partnerID=MN8TOARS |
| Appears in Collections: | FTH |
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|---|---|---|---|---|
| Destination brand personality searching for personality traits on golf related websites.pdf | 371.17 kB | Adobe PDF | View/Open Request a copy |
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