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chamari molligoda, Student (MBA), Sri Lanka
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Can we apply the same model to measure corporate brand personality (of banks)? Or else, what is best model to measure corporate brand personality. (...) Read more? Sign up for free
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Angelina Hanh Le, Student (MBA), Taiwan
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Corporate Brand Personality
The following article has a scale for "corporate brand personality", we can apply some HR researches: Employer Branding and its Influence on Managers, Gary Davies. European Journal of Marketing. Bradford: 2008. Vol. 42, iss. 5/6; pg. 667.
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Ben Smith, Manager, United Kingdom
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Personality Change in Bank's Brand Personality
Prior to the global financial crisis, banks (in the UK at least) advertised themselves as
- intelligent
- successful,
- upper class (using the words from the article), and
- global.
After the crash they quickly went in the other direction and re-marketed themselves as:
- local
- down-to-earth, and
- wholesome.
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