Online Brand personality in Sweden

• Main Author: Ambe, Honoria
• Format: Others
• Language: English
• Published: Linnéuniversitetet, Institutionen för marknadsföring (MF) 2015
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-46556

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.