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Something with impact, change, future or journey do European business schools differentiate their university brand personality in their youtube MBA promotional videos
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This paper investigates University Brand Personalities in MBA promotional YouTube videos
of European business schools using a mixed-method approach by first qualitatively analyzing
themes used to display different dimensions and second quantitively analyzing the relative
positioning among them using an MCA based on the dimension’s coverage. The results show
that while the videos follow a homogenic narrating style, almost all European business schools
communicate different brand personalities in them. This study additionally, shows that some
findings in university brand personality that used Aaker’s (1997) brand personality scale can
be confirmed using the relatively new University Brand Personality Scale (Rauschnabel et al.,
2016)
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Business schools Mba Brand personality University brand personality scale Promotional videos Youtube