| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 139572 | Public Relations Review | 2013 | 7 Pages |
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”.
Keywords
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Authors
Maria De Moya, Rajul Jain,