When tourists are your “friends”: Exploring the brand personality of Mexico and Brazil on Facebook |
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| Authors: | Maria De Moya Rajul Jain |
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| Affiliation: | 1. Department of Communication, North Carolina State University, 201 Winston Hall, Campus Box 8104, Raleigh, NC 27695-8104, United States;2. College of Communication, DePaul University, 1 E. Jackson, Chicago, IL 60604, United States |
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| Abstract: | Adopting Aaker's (1997) framework, this study explored how popular tourist destinations, Mexico and Brazil, communicate their brand personality through Facebook, and which personality traits their Facebook “friends” associate with them. Results of computer-aided content analysis indicated that both countries’ tourism promotion messages emphasize distinct brand personality traits. However, Mexico's public relations efforts were more successful than Brazil's in transferring projected brand personality to its Facebook “friends”. |
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| Keywords: | Tourism promotion Destination branding Country reputation Social media Brand personality Correspondence analysis Mexico Brazil |
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