Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/218387 
Year of Publication: 
2007
Citation: 
[Journal:] South African Journal of Business Management [ISSN:] 2078-5976 [Volume:] 38 [Issue:] 4 [Publisher:] African Online Scientific Information Systems (AOSIS) [Place:] Cape Town [Year:] 2007 [Pages:] 21-32
Publisher: 
African Online Scientific Information Systems (AOSIS), Cape Town
Abstract: 
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 analyse the content of websites on the presumption that this reflects what the author wants to say about him/herself. The study offers a new technique for content analysts and marketing communicators to quantify various aspects of marketing communications and goes a little further towards the evaluation and mapping of websites using correspondence analysis.
Persistent Identifier of the first edition: 
Creative Commons License: 
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Document Type: 
Article

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