Exploring Online Brand Personality of Ghanaian Universities

Rhodalene Amartey


The aim of this study is analyse the brand personality of websites of Universities in Ghana. The focus was on the brand personality portrayed on their websites.  Aaker’s (1997) model served as the conceptual framework. The model has five dimensions; competence, excitement, ruggedness, sincerity and sophistication. The contents of 65 accredited universities with functional websites in Ghana were analysed. All the universities have accreditation from the Ghana National Accreditation Board. Content analysis was the research method adopted. The analysis revealed that the universities portray the following personality traits or attributes on their websites; competence, outstanding, scientific, staunch, unfaltering, thorough, exciting, freshness, inventive, risky, challenge, dangerous, difficult, rigorous, tricky, unrestrained, accurate, authentic, compassion, decent, realistic, charismatic, distinguished, graceful, magnificent.

Keywords: Brand personality, branding, content analysis, Universities in Ghana

DOI: 10.7176/NMMC/77-04

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ISSN (Paper)2224-3267 ISSN (Online)2224-3275

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