Something with impact, change, future or journey do European business schools differentiate their university brand personality in their youtube MBA promotional videos

Abstract

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)