摘要: With the continued growth of the Web as a viable marketing channel and brand-building tool, traditional bricks and mortar organisations have increasingly been moving their branding efforts to this digital “clicks” medium. As a result of this movement, the trend towards online branding does not appear to be slowing down, and is becoming an essential form of marketing communication to convey the brand image. To make an impact in this medium it is argued that the ability of an organisation to use a comprehensive and integrated marketing communications website strategy to differentiate itself from its competitors is becoming a necessity as more and more organizations use websites while trying to foster relationships with customers. However, as the language, the mode of expression and the words selected to communicate in this medium is crucial for online branding efforts, several studies have pointed to the fact that continued progress in content analysis research requires researchers to confront several challenges to developing reliable and valid analyses of World Wide Web based content. In line with the above, the core objective of this thesis is to develop and illustrate a relatively simple but powerful tool to examine the intended online brand personality positioning of organisational websites.In order to accomplish this set objective, the thesis is divided into two sections–Study A and B. On the basis of a multistage research methodology, the first section otherwise known as Study A consists of the summary of a study (the author’s Licentiate thesis conducted in 2005) which was aimed at developing a method to evaluate the intended online brand …
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